With budgets tight and new agendas for social, mobile and cloud, for many, green initiatives are middle to low priority, often considered but secondary to price and convenience. So why should you care about green?
Customers today are increasingly interested in green alternatives. In the recent report Why Every Online Retailer Needs To Think Green, Sucharita Mulpuru uses Forrester’s consumer Technographics® data to reveal that more than 50% of today's US online adults can be categorized as green consumers, interested in buying green products or buying from brands that engage in green initiatives, such as supply chain transparency or carbon reporting. For online retailers, this represents a significant growth opportunity, as the majority of this consumer segment is not only classified as “high spending,” but also willing to spend more on green alternatives, and more likely to advocate for these products.