Social and governmental concern about the deterioration of the environment has steadily increased in recent decades and has led to an environmental policy aimed to reduce the various economic agents, among others, their energy consumption, their water consumption and emissions CO2. One of the main obstacles that have found these environmental policies has been its impact on competitiveness, in that the measures taken would introduce increased costs. It can disassociate economic growth from environmental degradation? What policies might be more suitable for lower levels of contamination by minimizing its impact on the welfare and employment? In this work, a quick look at some of the most controversial issues of this subject is made from a micro and macro perspective, to propose solutions derived from technological innovation. These solutions may offer benefits both in economic terms and in the environment and is particularly valuable in a crisis environment. We intend to show that technology can help eliminate the negative relationship between competitiveness and environmental friendliness.