Trends Report

Forrester’s Green Consumer Segmentation, 2024

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

November 29th, 2023
With contributors:
Fiona Swerdlow , Martin Gill , Amy DeMartine , Luca Lo Scavo , Victoria Manes , Taylor Hansen , Kara Hartig


Consumers are evolving into four distinct groups as they realize that their consumption habits affect both the environment and their daily lives. This report helps CMOs and digital business leaders at B2C brands better understand consumers’ behaviors, expectations, and attitudes regarding environmental sustainability.

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