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

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

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