There are also increasing population pressures, resource scarcities, price pressures, and competition with other countries. An integrated perspective that works operationally is needed - one that makes economic, social and environmental sense and that inspires stakeholders. If adopted early, such a perspective offers many opportunities - not least to shape a generic Ethiopian ‘green brand’ that helps national competitiveness. The holistic approach that the Ethiopian Government has recently chosen to take is conceptualised around ‘green economy’, as we shall see in section 4.