Vision Report

Greener Consumers Demand Sustainable Brands

The Green Revolution Will Drive The Next Wave Of Business Transformation

August 2nd, 2021

Summary

Green consumers are frustrated — especially in Europe — and demanding that brands go beyond touting their environmental sustainability efforts and take real action. CMOs should embrace sustainability as their next companywide transformation. Those who fail to do so can expect creative disruptors, investors, and activists of green technology to sabotage their brand equity.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.