In spite of long-standing efforts to boost innovation performance through supply-side policies, such as public support to higher education and research, some OECD countries face a persistent innovation paradox: high or rising research and development (R&D), but low rates of innovation. Today, demand-side innovation policies – from public procurement of innovation, to standards and regulations, to lead markets and user-/consumer-driven innovation initiatives – are gaining ground in OECD countries (see policy profile on innovation policy mix for business R&D and innovation in Chapter 6). This trend reflects the adoption of a broader approach to innovation policy that addresses the full extent of the innovation system and cycle. In a context of fiscal consolidation, there is also interest in using demand-side policies to leverage innovation without creating new programmes. An additional focus is innovation to meet strong societal demand in key sectors (e.g. health, environment, energy).