Push Advantage, an association of business organizations, is working to encourage green technology as a platform for economic growth of the nation .The business firms understand the increasing global warming and the need to balance the nature, so they were looking forward to ventures to promote clean, green industrial development.

The association was gathering financial support from the people of New Zealand for development of such industries in the country. Some of the influential Pure Advantage trustees included Air New Zealand CEO Rob Fyfe, former Carter Holt Harvey head Chris Liddell and Warehouse founder Sir Stephen Tindall. The trustees had started the charity from their own pockets and were searching for other sources of funds.

Part of the Pure Advantage discussion centres around 'cleantech'- technologies that reduce greenhouse gas emissions, pollutants and promote energy efficiency that had already taken a strong foothold in New Zealand, with more than 250 companies and organizations involved , as revealed in the reports from NZTE.

Pure Advantage Chairman, Rob Morrison stated that the global green economy is expected to grow to an estimated $US6.8 trillion by 2015, the country had a strong inclination towards the clean, green image, that was required to undergo an inspection.