The piece outlines Forrester's segmentation of consumers into four distinct groups based on their attitudes and behaviors towards environmental sustainability: Active Greens, Convenient Greens, Dormant Greens, and Non-Greens. It also emphasizes the increasing importance of environmental sustainability for businesses, suggesting that investing in greener products and strategies could provide a competitive advantage.

The focus here seems to be on how consumer behavior is changing in relation to sustainability and how businesses should adapt to this evolving landscape.