GREEN is the new colour of the county's economic strategy. Out goes growth at all costs, in comes "sustainability" and environmentally-friendly business.

The new version of Kent Prospects, the county's economic development blueprint to 2006, marks a radical shift in philosophy.

"It's about going for economic growth but not at the expense of quality of life issues," said Mike Evans, Kent County Council's economic development officer.

While Medway is not part of the new Kent Prospects, both councils have worked together to ensure "a consistency of approach".

Alex King, KCC Cabinet member for regeneration,said: "The County Council will continue to work with Medway Council to ensure that the historic geographic county of Kent benefits from strong and consistent economic leadership."

Mr Evans said sustainability had been bolted on to previous economic plans, including the 1996 version of Kent Prospects. Now it was inside the strategy, he said. Kent did not want to become an M4 Corridor.

In 1996, it had been gung-ho, go for growth but no recognition of "what we like about Kent". In KP2, there would be commitment to measured growth.

"I would have thought that business would be interested in that because if you're tackling quality of life issues, you are clearly thinking about people who are employed by that company who live in Kent, who spend most of their hours outside the workplace," said Mr Evans.

He wanted Kent to have a reputation for sustainable, environmentally-friendly business. Another strand has gone out the window too - too much reliance on the private sector to deliver. KCC has abandoned its apparent "private sector good, public sector bad" strategy in economic matters, recognising that the public sector may not be as bad as it seemed.

Mr Evans said: "We did not focus enough on the public sector's interests so it was a document that was better understood and had higher contributions from the private sector than the public sector.

"The balance had swung from one extreme to the other and we wanted to redress the balance." The previous framework was "too aspirational" and had lost "plot and credibility".

Business had been encouraged to take a leading role but "at the end of the day, business does things connected with its commercial viability and profitability".

Business looked to KCC to drive Kent Prospects forward and that was why KP2 was clearly branded KCC. At 20 pages, it is also a slimmer document. It talks a lot about the "mosaic economy," reflecting the different economic and social patterns in the different areas.