Trends Report

The Emotion Of Sustainability

Use Customer Journeys To Contextualize The Emotions That Drive Sustainable Choices

March 9th, 2022
With contributors:
Martin Gill , Thomas Husson , Clarissa Skinner , Melissa Chaudet , Rachel Birrell


Embracing sustainability unlocks business opportunities, but becoming an environmentally sustainable business demands an understanding of the emotions that drive customers to make sustainable choices. Many consumers want to act sustainably but struggle to do so, for both intrinsic (lack of motivation) and extrinsic (price, convenience) reasons. The resulting cognitive dissonance can trigger unease, discomfort, anxiety, guilt, or even depression. To resolve it, companies must design for emotions like feeling confident, trusting, and understood — and contextualize them in the customer journey to help customers bridge the gap between their sustainability intentions and actions.

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.