November 30, 2007

In Search Of Green Technology Consumers

Why Tech Marketers Should Target This Emerging Segment

by Christopher Mines

with Remy Fiorentino, Eric G. Brown, Christina Lee

Executive Summary (This is a document excerpt)

A distinct segment of green technology consumers ready to put their dollars behind eco-friendly product choices is becoming visible. Forrester's Technographics® surveys reveal that consumers who care about the environment and the environmental impacts of their technology purchases and usage tend to be female, older, and somewhat less well-off than those who are not sensitive to environmental issues. With 12% of US adults already "bright green," and another 41% poised to join them, marketers and designers of consumer technology products and services must change product marketing and product design to embrace green principles like lower-impact manufacturing, longer product life cycles, and recycleability. The green leadership position is open: which manufacturer will create the iconic "Prius" product in consumer electronics?

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