Trends Report

In Search Of Green Technology Consumers

Why Tech Marketers Should Target This Emerging Segment

November 30th, 2007
CM
Christopher Mines
With contributors:
Remy Fiorentino , Eric Brown , Christina Lee

Summary

A distinct segment of green technology consumers ready to put their dollars behind eco-friendly product choices is becoming visible. Forrester's Technographics® surveys reveal that consumers who care about the environment and the environmental impacts of their technology purchases and usage tend to be female, older, and somewhat less well-off than those who are not sensitive to environmental issues. With 12% of US adults already "bright green," and another 41% poised to join them, marketers and designers of consumer technology products and services must change product marketing and product design to embrace green principles like lower-impact manufacturing, longer product life cycles, and recycleability. The green leadership position is open: which manufacturer will create the iconic "Prius" product in consumer electronics?

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

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.