Forrester

Why Read This Report

A distinct segment of green technology consumers ready to put their dollars behind eco-friendly product choices is becoming visible. Forrester's Technographics® surveys reveal that consumers who care about the environment and the environmental impacts of their technology purchases and usage tend to be female, older, and somewhat less well-off than those who are not sensitive to environmental issues. With 12% of US adults already "bright green," and another 41% poised to join them, marketers and designers of consumer technology products and services must change product marketing and product design to embrace green principles like lower-impact manufacturing, longer product life cycles, and recycleability. The green leadership position is open: which manufacturer will create the iconic "Prius" product in consumer electronics?