"Governments are dragging their feet, but consumers want to see change now. The private sector needs to step up to provide the solutions we need to respond to the global energy and climate crises. With WindMade, we want to facilitate the change that the public demands," said Steve Sawyer, Secretary General of the Global Wind Energy Council, and interim CEO of WindMade.

Led by wind energy giant VESTAS, the WindMade initiative is the brainchild of Morten Albaek, a philosopher turned corporate marketer, who  recruited Bloomberg, the WWF, and the UN to support his scheme. "I want to surprise the world by creating something that has never been created before, something unique enough to inspire people to think, innovate, act, and react differently," he is quoted in a Fast & Company article by Jeff Chu.

A global survey  of more than 25,000 consumers across 20 markets shows that 92 percent of respondents believe that renewable energy is a good solution to mitigating climate change, and that if presented with a choice, most of them would prefer products made with wind energy, even at a premium.

However, while many companies have already made bold statements about their commitment to renewable energy, consumers have to date no way of verifying the source of the energy used. WindMade will offer them the transparency they require for making informed choices.

"We want to build a bridge between consumers and companies committed to clean energy, and give consumers the option to choose more sustainable products. We hope that this will create a strong element of consumer pull which will accelerate the pace of wind energy development globally", said Ditlev Engel, CEO and President for Vestas Wind Systems who pioneered the WindMade initiative.

The WindMade consortium hopes to attract leading consumer brands as members. To use the WindMade label for their communications or products, WindMade members will undergo a certification process to verify their wind energy procurement.

The standard for certification is currently being developed by a technical expert group. The aim will be to drive the development of new wind power plants, over and above what would be developed anyway.

""It is crucial that the WindMade criteria live up to the high standards necessary for the label to serve consumers' desire to make tangible impact and boost clean renewables," said James Leape, Director General of WWF.

"We believe that voluntary certification is one key to raising the bar for mainstream performance. We hope to see WindMade develop into a good example of a standard for corporations to close the gap between ambition and reality in the important area of renewable energy," he added.

This is the first time we can connect to consumers, something we've wanted to do for a long time," said Georg Kell, Executive Director of UN Global Compact. "As a market-based solution supportive of the Global Compact's mission, WindMade has the potential to be a strong force in advancing the use of renewable energy by business everywhere."

The WindMade initiative will be presented in more detail at a high-level gathering of the founding partners during the World Economic Forum in Davos on 28 January. This event will be attended by senior executives of leading brands, as well as other interested parties. A public consultation will be held from March 2011 to inform the development of the certification standard.

For more information visit http://www.windmade.org/.