This project aimed at gaining insights on a segment growing in importance and spending power globally. Focusing specifically on the French and UK environmentally conscious teenagers enabled me to highlight the differences and similarities according to the following metrics studied: demographics, economics, socio-cultural, psychographics and behavioural. Primary research evidences the same findings as in secondary research as well as additional ones which help formulating recommendations for both countries and some tailored to each country. At the end the consumer insight boards help summarizing visually the research and findings for the segment in each market.
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