Trends Report

Forrester’s 2023 Green Consumer Segmentation: Europe

European Consumers Challenge Popular Stereotypes About Greenness

June 15th, 2023
With contributors:
Amy DeMartine , Martin Gill , Melissa Chaudet , Victoria Manes , Rachel Birrell


Floods in Germany, wildfires across the Mediterranean region, high prices for fossil fuel in the wake of the war in Ukraine, dependency on Russian gas, and the exploitation of natural resources in manufacturing are bringing the climate crisis close to home for European consumers. They’re forming into four distinct groups as they realize the impact of their consumption habits on both the environment and their daily lives. This report helps CMOs and digital business leaders at B2C brands better understand their European customers’ behaviors, expectations, and attitudes around environmental sustainability.

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