Trends Report

Forrester’s 2024 Green Consumer Segmentation: Europe

European Consumers Challenge Popular Stereotypes About Greenness

March 8th, 2024
With contributors:
Martin Gill , Amy DeMartine , Fiona Swerdlow , Victoria Manes , Demi Starks


In Europe, a tough economic and geopolitical context is contributing to increasingly polarized discussions on the environment. Climate chaos is exacerbating this — and driving the environmental crisis home for European consumers. They’re forming four distinct groups with regard to how their consumption habits impact both the environment and their daily lives. This report helps CMOs and business leaders at B2C brands better understand their European customers’ behaviors, expectations, and attitudes around environmental sustainability.

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