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Policy responses to the growing climate crisis are based on the belief that markets and corporate innovation will be sufficient to provide solutions in rapidly decarbonizing the global economy. This view has been evident in proposals for “carbon pricing” (Stern, 2007), as well as among leading executives. For instance, business tycoon Richard Branson has proclaimed that, “our only option to stop climate change is for industry to make money from it” (Neubacher, 2012). So while businesses continue to be key contributors to escalating greenhouse gas emissions (Heede, 2014), they are also increasingly presented as offering innovative ways to reduce carbon emissions through technological innovations and improved eco-efficiency. But how much faith can we place in business to save us from climate change?