The European Union, as an early proponent of the shift to alternative forms of energy, has taken impressive efforts in promoting green business and environmental reform. Where does the EU stand today in its transition towards a sustainable economic model built on green business? What challenges do European policymakers and business leaders face in their progression towards a truly green economy? The availability of and access to private forms of investment capital is one of the most important challenges for new green industries struggling to maintain competiveness in the face of growing global competition. Other practical challenges for businesses in the renewable sector are highlighted in the paper using the case study of Germany. The paper proposes new forms of investment, sustainable financial products, the creation of common standards, and greater transparency. This should go hand in hand with the continuation of renewable energy subsidies and the exchange of information and the promotion of skills among businesses.