When establishing "the GO market" in 2001, the EU's main ambition was to stimulate both private consumers and corporate customers to actively choose renewable energy sources in preference to fossil and nuclear-based energy. The GO provides documentation for consumers that proves how, where and by which power company a given amount of electricity has been produced. It also confirms that the electricity is delivered - physically - into the European electricity grid. The EU realised that it is less important where the renewable energy is produced and delivered onto the grid, as long as the European share of renewables increases.
Making sound and sustainable choices is not just about "doing the right thing", but is increasingly about building a profitable business. Energy is a key element here. The focus is clearly on reducing the amount of energy used, as well as on the type and quality of energy purchased. Using renewable energy documented with Guarantees of Origin (GO) is increasingly supported by international standards like ISO, PAS and the Green House Gas Protocol, as well as by leading environmental organisations. Outside pressure to document the choice of energy is also coming from independent corporate entities, ranging from the Carbon Disclosure Project and national public procurement schemes, to customers, partners, employees and investors.