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Entrepreneurs in the business of protecting the environment may be more effective at addressing climate change than sweeping policies or large corporations, according to a study from the Leeds School of Business.

The study, co-authored by Jeff York, a professor of strategy and entrepreneurship, found that small businesses with climate-cautious goods and services can establish a common ground between people who place high value on growing business and those who value protecting the environment.

Researchers say the findings could help reshape how we address climate change: Investing in environmental entrepreneurs rather than legacy companies could rally more support for climate initiatives.

“If we could think of addressing climate change as a growth opportunity, I think that’s a much more powerful way of thinking about it,” York said.