Trends Report

Forrester’s Green Consumer Segmentation, 2023

Understand Consumers’ Green Behaviors And Attitudes To Improve Trust, Engagement, And Experience

January 24th, 2023
With contributors:
Martin Gill , Fiona Swerdlow , Amy DeMartine , Melissa Chaudet , Luca Lo Scavo , Victoria Manes , Rachel Birrell


Climate disasters, skyrocketing prices for fossil fuel energy sources, and the exploitation of natural resources in manufacturing are increasingly visible to consumers. Consumers are evolving into four distinct groups as they realize that their consumption habits affect both the environment and their daily lives. This report guides CMOs and digital business leaders at B2C brands to better understand consumers’ behaviors, expectations, and attitudes toward environmental sustainability.

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