For a single mom in Nevada, the spiking costs mean fewer Christmas gifts this year. She is stretching her budget already while she waits to see if Congress will act.

Less than three weeks remain until the expiration of COVID-era enhanced tax credits that have helped millions of Americans pay their monthly fees for Affordable Care Act coverage for the past four years.

The Senate on Thursday rejected two proposals to address the problem and an emerging health care package from House Republicans does not include an extension, all but guaranteeing that many Americans will see much higher insurance costs in 2026.

Here are a few of their stories.

From a gold plan to a bronze plan, a couple spends more on less

Chad Bruns comes from a family of savers. That came in handy when the 58-year-old military veteran had to leave his firefighting career early because of arm and back injuries he incurred on the job.

He and his wife, Kelley, 60, both retirees, cut their own firewood to reduce their electricity costs in their home in Sawyer County, Wisconsin. They rarely eat out and hardly ever buy groceries unless they are on sale.

But to the extent that they have always been frugal, they will be forced to be even more so now, Bruns said. That is because their coverage under the health law enacted under former President Barack Obama is getting more expensive -– and for worse coverage.

This year, the Brunses were paying $2 per month for a top-tier gold-level plan with less than a $4,000 deductible. Their income was low enough to help them qualify for a lot of financial assistance.

But in 2026, that same plan is rising to an unattainable $1,600 per month, forcing them to downgrade to a bronze plan with a $15,000 deductible.

Kelley Bruns said she is concerned that if something happens to their health in the next year, they could go bankrupt. While their monthly fees are low at about $25, their new out-of-pocket maximum at $21,000 amounts to nearly half their joint income.

“We have to pray that we don’t have to have surgery or don’t have to have some medical procedure done that we’re not aware of,” she said. “It would be very devastating.”

Family facing higher costs prepares to go without insurance

Dave Roof’s family of four has been on ACA insurance since the program started in 2014. Back then, the accessibility of insurance on the marketplace helped him feel comfortable taking the leap to start a small music production and performance company in his hometown of Grand Blanc, Michigan. His wife, Kristin, is also self-employed as a top seller on Etsy.

The coverage has worked for them so far, even when emergencies come up, such as an ATV accident their 21-year-old daughter had last year.

But now, with the expiration of subsidies that kept their premiums down, the 53-year-old Roof said their $500 per month insurance plan is jumping to at least $700 a month, along with spiking deductibles and out-of-pocket costs.

With their joint income of about $75,000 a year, that increase is not manageable, he said. So, they are planning to go without health insurance next year, paying cash for prescriptions, checkups and anything else that arises.

Roof said his family is already living cheaply and has not taken a vacation together since 2021. As it is, they do not save money or add it to their retirement accounts. So even though forgoing insurance is stressful, it is what they must do.

“The fear and anxiety that it’s going to put on my wife and I is really hard to measure,” Roof said. “But we can’t pay for what we can’t pay for.”

Single mom strains her January budget in hopes Congress acts soon

If you ask Katelin Provost, the American middle class has gone from experiencing a squeeze to a “full suffocation.”

The 37-year-old social worker in Henderson, Nevada, counts herself in that category. As a single mom, she already keeps a tight budget to cover housing, groceries and day care for her 4-year-old daughter.

Next year, that is going to be even tougher.

The monthly fee on her plan is going up from $85 to nearly $750. She decided she is going to pay that higher cost for January and reevaluate afterward, depending on whether lawmakers extends the subsidies, which as of now appears unlikely. She hopes they will.

If Congress does not act, she will drop herself off the health insurance and keep it only for her daughter because she cannot afford the higher fee for the two of them over the long term.

The strain of one month alone is enough to have an impact.

“I’m going to have to reprioritize the next couple of months to rebalance that budget,” Provost said. “Christmas will be much smaller.”

This isn’t just a lifestyle trend — it’s a shift in the fundamentals of growth. Gen Z is drinking differently, Dry January participation continues to rise, and employers are increasingly focused on performance, wellbeing, and sustainable productivity. These cultural shifts map onto a deeper economic trend: moderation is no longer just a personal choice, it’s becoming a structural feature of modern business strategy.

At the same time, global conditions are changing. Demographic shifts, rising health awareness, and evolving consumer expectations are altering the way societies engage with alcohol. The question today is not only how much people drink, but how drinking patterns influence labor markets, healthcare budgets, consumer behavior, and business innovation. In short, moderation has become more than a public health issue — it’s now a lever for economic competitiveness.

Responsible Consumption as an Economic Lever

Globally, we’ve grown accustomed to the idea that the alcohol sector is propelled by volume. But volume-led growth no longer tells the full story. Industry analysis shows that even as volumes fall and more consumers moderate, global alcohol spending continues to rise. Emerging markets now contribute over 65 percent of leading brewers’ profits, and the no-alcohol category has become a market worth tens of billions of dollars, growing at double-digit rates. These dynamics illustrate a shift from volume to value: responsible consumption patterns are not reducing economic value; they’re redirecting it, toward premium formats, adjacent categories, and new job creation.

New reporting from IWSR shows that while sales volumes have softened in some markets, underlying consumer demand remains remarkably stable. In the United States, the average number of drinks per adult per week has hovered between 10 and 12 for decades and is only modestly below its 2021 peak. Rather than a collapse in consumption, the data suggests a shift toward lower-volume, higher-value formats, a move that benefits both public health and profit margins.

Behind this shift is a more intentional consumer. People increasingly ask not only what a product is, but how it aligns with their lifestyle, values, and expectations for transparency. These factors are shaping purchasing behavior, and forcing businesses to innovate in ways that reward responsibility over excess.

A Virtuous Cycle for Growth

While precise quantification is complex, evidence shows that countries with lower rates of harmful drinking experience lower healthcare burdens and fewer workdays lost to alcohol-related issues. These gains feed what economists call a virtuous cycle: healthier societies support stronger economies, and stronger economies enable healthier choices.

Some still see moderation as a threat to the alcohol industry. In reality, it’s a catalyst for smarter, more sustainable growth. Moderation and responsible consumption are part of a broader shift toward value creation that supports societal well-being, investor interest, and business continuity.

A More Inclusive Model of Economic Growth

A more inclusive growth model depends on balance, not the false binary of abstinence versus excess, but a middle ground where informed adults can enjoy products responsibly, underage drinking continues to decline, and companies innovate in ways that reflect both consumer values and public health priorities.

Governments play a key role through evidence-based regulation. Companies contribute by leading on responsible innovation. Consumers participate by making informed choices. Together, these forces are reshaping how economic value and public good coexist.

The Opportunity Ahead

We’re at an inflection point. The economics of alcohol are changing, and so is the definition of growth. As businesses and governments revisit what sustainable prosperity looks like in the decade ahead, moderation will be central to that conversation. It’s not a moral stance or a temporary trend — it’s a data-driven strategy for long-term resilience.

For executives, the message is clear: moderation isn’t a soft signal — it’s a sharp business edge. Those who embrace it early will lead.

The opinions expressed in Fortune.com commentary pieces are solely the views of their authors and do not necessarily reflect the opinions and beliefs of Fortune.

After years of negotiations over carbon market rules under Article 6 of the Paris Agreement, countries are finally moving on to the implementation phase, with more than 30 countries already developing Article 6 strategies. At the same time, the voluntary market is evolving after a period of intense scrutiny over the quality and integrity of carbon credit projects.

The era of Carbon Markets 2.0 is characterised by high integrity standards and is increasingly recognised as critical to meeting the emission reduction goals of the Paris Agreement.

And this ongoing transition presents enormous opportunities for financial institutions to apply their expertise to professionalise the trade of carbon credits and restore confidence in the market. 

The engagement of banks, insurance companies, asset managers and others can ensure that carbon markets evolve with the same discipline, risk management, and transparency that define mature financial systems while benefitting from new business opportunities.

Carbon markets 2.0

Carbon markets are an untapped opportunity to deliver climate action at speed and scale. Based on solutions available now, they allow industries to take action on emissions for which there is currently no or limited solution, complementing their decarbonization programs and closing the gap between the net zero we need to achieve and the net zero that is possible now. They also generate debt-free climate finance for emerging and developing economies to support climate-positive growth – all of which is essential for the global transition to net zero.

Despite recent slowdowns in carbon markets, the volume of credit retirements, representing delivered, verifiable climate action, was higher in the first half of 2025 than in any prior first half-year on record. Corporate climate commitments are increasing, driving significant demand for carbon credits to help bridge the gap on the path to meeting net-zero goals.

According to recent market research from the Voluntary Carbon Markets Integrity initiative (VCMI), businesses are now looking for three core qualities in the market to further rebuild their trust: stability, consistency, and transparency – supported by robust infrastructure. These elements are vital to restoring investor confidence and enabling interoperability across markets.

MSCI estimates that the global carbon credit market could grow from $1.4 billion in 2024 to up to $35 billion by 2030 and between $40 billion and $250 billion by 2050. Achieving such growth will rely on institutions equipped with capital, analytical rigour, risk frameworks, and market infrastructure.

Carbon Markets 2.0 will both benefit from and rely on the participation of financial institutions. Now is the time for them to engage, support the growth and professionalism of this nascent market, and, in doing so, benefit from new business opportunities.

The opportunity

Institutional capital has a unique role to play in shaping the carbon market as it grows. Financial institutions can go beyond investing or lending to high-quality projects by helping build the infrastructure that will enable growth at scale. This includes insurance, aggregation platforms, verification services, market-making capacity, and long-term investment vehicles. 

By applying their expertise and understanding of the data and infrastructure required for a functioning, transparent market, financial institutions can help accelerate the integration of carbon credits into the global financial architecture. 

As global efforts to decarbonise intensify, high-integrity carbon markets offer financial institutions a pathway to deliver tangible climate impact, support broader social and nature-positive goals, and unlock new sources of revenue, such as:

• Leveraging core competencies for market growth, including advisory, lending, project finance, asset management, trading, market access, and risk management solutions.
• Unlocking new commercial pathways and portfolio diversification beyond existing business models, supporting long-term growth, and facilitating entry into emerging decarbonisation-driven markets.
• Securing first-mover advantage, helping to shape norms, gain market share, and capture opportunities across advisory, structuring, and product innovation.
• Deepening client engagement by helping clients navigate carbon markets to add strategic value and strengthen long-term relationships.

Harnessing the opportunity

To make the most of these opportunities, financial institutions should consider engagements in high-integrity carbon markets to signal confidence and foster market stability. Visible participation, such as integrating high-quality carbon credits into institutional climate strategies, can help normalise the voluntary use of carbon credits alongside decarbonisation efforts and demonstrate leadership in climate-aligned financial practices.

Financial institutions can also deliver solutions that reduce market risk and improve project bankability. For instance, de-risking mechanisms like carbon credit insurance can mitigate performance, political, and delivery risks, addressing one of the core challenges holding back investments in carbon projects. 

Additionally, diversified funding structures, including blended finance and concessional capital, can lower the cost of capital and de-risk early-stage startups. Fixed-price offtake agreements with investment-grade buyers and the use of project aggregation platforms can improve cash flow predictability and risk distribution, further enhancing bankability.

By structuring investments into carbon project developers, funds, or the broader market ecosystem, financial institutions can unlock much-needed finance and create an investable pathway for nature and carbon solutions.

For instance, earlier this year JPMorgan Chase struck a long-term offtake agreement for carbon credits tied to CO₂ capture, blending its roles as investor and market facilitator. Standard Chartered is also set to sell jurisdictional forest credits on behalf of the Brazilian state of Acre, while embedding transparency, local consultation, and benefit-sharing into the deal. These examples offer promising precedents in demonstrating that institutions can act not only as financiers but as integrators of high-integrity carbon markets.

The institutions that lead the growth of carbon markets will not only drive climate and nature outcomes but also unlock strategic commercial advantages in an emerging and rapidly evolving asset class.

However, the window to secure first-mover advantage is narrow: carbon markets are now shifting from speculation to implementation. Now is the moment for financial institutions to move from the sidelines and into leadership, helping shape the future of high-integrity carbon markets while capturing the opportunities they offer.

The opinions expressed in Fortune.com commentary pieces are solely the views of their authors and do not necessarily reflect the opinions and beliefs of Fortune.