Trends Report

The Empowered Customer Is Green

November 3rd, 2020
Anjali Lai, null
Anjali Lai
Salvatore Schiano, null
Salvatore Schiano
With contributors:
Keith Johnston , Lexie Lawhon


CMOs need to understand the importance of their stance on environmental sustainability to highly empowered customers. Our latest research reveals a strong correlation between consumer empowerment and their desire to buy environmentally sustainable brands and products. 2020 marks a turning point; the combination of escalating climate hazards and newfound consumer consciousness is sparking unprecedented consumer concern and action around the climate crisis. CMOs should revisit our green consumer segmentation and schedule an inquiry for further insight and advice.

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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.