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Green Gauge® Consumer Study

Understand how environmental concerns influence consumer attitudes and buying behaviors so you can meet their new expectations.
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Know how to address the environmental concerns of consumers

The environment is a growing concern for consumers around the globe. People are now making green(er) decisions about their own actions and the products they purchase, and these concerns also impact how they feel about your brand. 

GfK's Green Gauge® Report helps you understand broad trends in sustainability, including consumer attitudes about recycling, the individual actions they take to be more green, what they expect from businesses, and how all of this influences their actual purchases. 

Create a plan around sustainability to grow your business

Concerns about the environment are at an all-time high, and these concerns aren't likely to disappear anytime soon. Companies that embrace sustainability concerns will win. Those that don't will be left behind. Our Green Gauge® Report gives sales, marketing, product, and strategy leaders insights to plan for long-term success: 

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Your approach to sustainability impacts your bottom line

As the environment becomes more mainstream, consumers are more and more likely to take action. Understanding their concerns and segmenting the right target groups are crucial. Consider this:
  • Environmental concerns: Climate change/global warming has risen sharply as a major concern for people. Are you addressing their concerns?
  • Your sales: 32% of Gen Z in the US say they take the environment into consideration in their purchase decisions all or most of the time. Are you missing out on this target group?
  • Your segments: Green attitudes are changing. Glamour Greens, for example, now make up 34% of the population in the US and actively show off their green actions. Are you giving them a sustainable product they can be proud of? 
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Insights from the most comprehensive consumer trend study in the world

Our Green Gauge® reports are part of Consumer Life, the longest-standing consumer trend study in the world with insights from 30,000 consumers in more than 25 countries. Using these insights, we've created Green Gauge® reports that are available on a global or market-level basis. 

Each report delivers a range of insights into consumers' attitudes and actions around the environment, providing you with insights to develop your approach to the environment as well as how to best market your actions to appeal to the growing share of green consumers.