CMOs need to understand the importance of their stance on environmental sustainability to highly empowered customers. Our latest research reveals a strong correlation between consumer empowerment and their desire to buy environmentally sustainable brands and products. 2020 marks a turning point; the combination of escalating climate hazards and newfound consumer consciousness is sparking unprecedented consumer concern and action around the climate crisis. CMOs should revisit our green consumer segmentation and schedule an inquiry for further insight and advice.