Stop thinking of consumers as either green or not green. Consumers are different shades of green — the important thing is to distinguish between the Emeralds and the Avocados.


Photo by Viktor Forgacs on Unsplash






Tom Johnson

Tom Johnson is managing director of Trajectory, a strategic foresight consultancy that specialises in monitoring and forecasting social and consumer trends

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store