Trends Report

The New Green Consumer

Understand Your Customers’ Shade Of Green To Best Engage Them

March 8th, 2022
With contributors:
Martin Gill , Anjali Lai , Melissa Chaudet , Rachel Birrell


Consumers, and European consumers in particular, increasingly expect brands to protect the environment. While there is a clear correlation between age and green behaviors — older consumers are less likely to purchase green products — Gen Z isn’t necessarily the generation leading the charge for sustainability and change. In fact, there’s no “one size fits all” approach when it comes to green consumers. This report helps B2C CMOs and their teams understand the different attitudes and behaviors of green consumers around the globe in order to better engage “super-green” consumers and help them solve the green consumer paradox.

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