Workers are willing to tolerate the negative externalities from pollution if properly compensated by firms in their wages. To do this it must catalyse investment, competition and innovation which will underpin sustained growth and give rise to new economic opportunities" (OECD, 2011a). According to the United Nations population projections, urbanisation in OECD countries will continue to slow down, requiring policy responses to foster new sources of growth (United Nations, 2007).