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Consumers fall into four segments based on their affinity for environmental sustainability

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By illuminem briefings

· 1 min read


illuminem summarizes for you the essential news of the day. Read the full piece on Forbes or enjoy below:

🗞️ Driving the news: Consumers have been segmented into four groups based on their environmental sustainability preferences: Active Greens, Convenient Greens, Dormant Greens, and Non-Greens
New Forrester data confirms that the number of "Active Greens" — highly eco-conscious consumers — has remained stable despite economic challenges like inflation

🔭 The context: Active Greens prioritize environmental impact over convenience or cost, while other groups, such as Convenient Greens and Dormant Greens, place higher importance on cost and convenience
Non-Greens show minimal concern for sustainability in purchasing decisions

🌍 Why it matters for the planet: Companies are encouraged to innovate and offer eco-friendly options at competitive prices as environmentally conscious younger consumers gain market influence

⏭️ What's next: Brands need to develop strategies tailored to each consumer segment, particularly as the demand for sustainable options grows alongside rising consumer awareness

💬 One quote: “Now is the time to innovate to deliver more environmental value for the same price,” advises Thomas Husson, VP at Forrester

📈 One stat: Active Greens represent 19% of the European online population

Click for more news covering the latest on corporate sustainability 

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