Undisputedly GR8 ICE 2025 with GR8 Tech, RTF by Oleksandr Usyk, and the leaders of iGaming
January 27, 2025
Lessons from emerging Europe’s e-commerce champions
January 29, 2025
The region will become either a model of balanced sustainability or a battleground of unending disputes between industry, governments, and civil society—depending on where compromise can be found.
Central and Eastern Europe is undergoing one of its most consequential transformations since the collapse of communism over three decades ago.
The region is no stranger to reinvention, to rapid economic and social change, but the green shift now underway may prove more profound than anything that came before.
Anchored by European Union climate policies—most prominently the target of net-zero emissions by 2050—countries stretching from the Baltics to the Balkans are grappling with the same question: how to balance environmental ambition with economic pragmatism.
This balancing act has set governments, NGOs, and businesses on both convergent and divergent paths, amid agreements and disagreements that will shape the region’s trajectory in the decade ahead.
One size does not fit all
Although grouped under one regional banner, these countries are far from uniform. Poland, with its substantial coal deposits and powerful mining interests, faces a steeper climb toward a low-carbon future.
Meanwhile, the Baltic nations—Estonia, Latvia, and Lithuania—are relatively enthusiastic adopters of wind power and digital solutions, using their smaller scale to pivot faster than larger counterparts.
Such divergence in starting points influences green policymaking. The Baltic states quickly set ambitious renewable targets, while Poland’s debates on coal phase-out timelines remain fraught with regional politics and trade union pressures. Bulgaria, which also relies heavily on coal, must balance environmental pledges with local job markets, leaving it caught between EU climate obligations and domestic concerns.
In other respects, however, the region is aligned. Most CEE governments recognise that climate change poses long-term threats to public health, agriculture, and key industries.
Few leaders openly dismiss the need for a cleaner economy. Even Poland, often portrayed as the EU’s coal-hardened outlier, is making tangible investments in offshore wind and solar, while also eyeing nuclear power to reduce emissions without jeopardising energy security.
With incentives come obligations
EU-wide initiatives such as the European Green Deal and the Fit for 55 package have forced governments to outline concrete strategies for emission cuts by 2030, and eventually to reach net-zero by mid-century.
For many in CEE, this shift includes both incentives and obligations. Brussels has allocated significant cohesion and recovery funds to help member states upgrade infrastructure, invest in renewables, and modernise building insulation.
From Sofia to Bratislava, governments hope to tap these funds as they see opportunities to refresh energy systems and spur job creation in emerging green sectors.
But there is still a potential downside: transitioning away from carbon-intensive industries is disruptive, and governments such as Czechia’s have argued that this shift must be phased in gradually, mindful of economic competitiveness.
The automotive sector highlights these tensions. It has delivered foreign-investment windfalls across the region, yet the EU ban on new combustion-engine cars by 2035 weighs heavily.
Officials accept the necessity of shifting to electric vehicles, but worry about supply chains, workforce re-skilling, and whether investment will be diverted to more technologically advanced regions in Western Europe or Asia.
Complicating matters further is the region’s drive for energy independence, accelerated by recent geopolitical uncertainties. While gas is still a fossil fuel, new LNG terminals in Croatia and Lithuania are viewed as strategic moves to diversify supplies, with some policymakers defending it as a ‘bridge’ resource until cleaner options can fully replace coal.
The moral imperative
Local and international NGOs, meanwhile, treat the transition primarily as a moral imperative. They argue that dithering on coal phase-outs and stronger environmental policies merely postpones the moment of reckoning, raising future financial and social costs.
Furthermore, once an afterthought, environmental advocacy is growing more vocal across the region.
Groups in Romania and Slovakia campaign to protect old-growth forests in the Carpathian Mountains, while Hungarian organisations highlight the risks of diminishing river flows in the Danube and Tisza basins, connecting these concerns to both local management issues and broader climate change trends.
Polish environmental NGOs, for years overshadowed by the strong coal lobby, gain more attention by emphasising the public-health costs of air pollution and the potential economic benefits of developing solar-panel and wind-turbine industries.
In effect, local NGOs across the region are pushing for greater ambition, faster timelines, and more decisive investments in renewables. Their stance contrasts with that of established business associations, which often take a more incremental approach.
Yet public awareness is evolving, and support from youth movements, social media campaigns, and local initiatives is becoming a potent force in shaping debates over future energy and environmental policies.
The role of businesses
Businesses face their own set of contradictions. Heavy industry players in steel, chemicals, and automotive have historically resisted strict emissions caps, pointing to fears of potential job losses and higher operational costs.
Many caution that energy prices could rise as renewable integration ramps up, which could undercut competitiveness. Yet corporate boards cannot ignore global shifts in consumer demand and investor expectations. Growing emphasis on ESG (environmental, social, and governance) criteria among international investors has put companies’ environmental records under a microscope.
As a result, major multinationals in the region are retooling CEE factories for electric-vehicle and battery production, in part to comply with evolving EU regulations.
Local start-ups are similarly discovering new niches in clean technology, from renewable energy infrastructure to waste-management software. Warsaw, Prague, and Budapest have all seen a surge of environmental-technology incubators funded by EU grants and private venture capital.
Even coal-dependent regions like Poland’s Silesia and Bulgaria’s Stara Zagora are beginning to recognise green transformation as a chance to diversify. By luring logistics and digital-services firms, local authorities hope to cushion the blow of a coal exit.
Though the process is neither swift nor seamless, a growing number of business leaders view sustainability not only as a matter of compliance but also as a way to stay competitive in the long run.
Consensus emerges, as do disagreements
As different as their priorities may be, there are areas where government, NGO, and business interests reach consensus.
All three generally agree that infrastructural renewal offers enormous investment potential. Retrofitting old apartment blocks, for instance, reduces emissions, cuts energy costs, and often provides a quick stimulus to local economies.
There is also broad alignment on the importance of energy diversification. Whether this stems from climate concerns, national pride, or security imperatives, it has boosted support for solar, wind, hydro, and even modern nuclear. Each of these areas may unite stakeholders—albeit for different reasons.
Nevertheless, disagreements remain potent. Coal phase-outs are a glaring example. NGOs favour setting definitive, aggressive deadlines, pointing to the climate crisis and mounting evidence of pollution’s health impacts.
Governments and mining interests insist on gradual transition, wary of voter backlash and union opposition.
A similar tension appears in agriculture. Environmental advocates warn that industrial-scale farming is not only ecologically harmful but also vulnerable to climate shocks.
Large agribusiness, though it may concede the need for better resource management, fears the immediate costs and has resisted wholesale transformation.
Contention also arises over how best to spend EU green funds. Businesses often prefer significant grants and subsidies to overhaul their production processes, while NGOs push for channeling resources to grassroots and community-driven initiatives that can foster local resilience.
Governments, stuck in the middle, endeavour to allocate resources in a way that appeases as many groups as possible, yet inevitably face complaints of favouritism or short-term thinking.
The pendulum swings
Despite the conflicts and uncertainties, the momentum behind a greener economy in Central and Eastern Europe appears unstoppable.
Governments under pressure from constituents, ballooning energy prices, and legal commitments to Brussels cannot remain static. Activist organisations have grown too visible and influential to dismiss, while businesses that ignore the global shift toward low-carbon technologies run the risk of losing market share.
That is not to suggest a uniformly smooth process. The speed and scope of green transformations vary from one country to the next, and progress can be halting, fraught with setbacks and compromises.
How effectively governments can harness EU funds, draw private investment, and communicate the advantages of green modernisation to citizens will prove crucial to success. The resulting tension between sustaining growth and meeting rigid emissions targets will ensure an ongoing public conversation.
The region will become either a model of balanced sustainability or a battleground of unending disputes between industry, governments, and civil society—depending on how these frictions are managed, and where compromise is found.
Photo by Peter Wormstetter on Unsplash.
At Emerging Europe, we use an integrated approach centred around market intelligence to help organisations understand trends and strategically position themselves for success.
Learn how our solutions can help you thrive in the region:
Company and Services Overview | Strategic Advantage.
