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The 60% Potential: Using Marketing to Win Over Mainstream Consumers for Sustainable Consumption - Softcover
Synopsis
Unlocking the untapped 60% of consumers, experts reveal how marketing can transform sustainable choices from a niche concern into mass adoption.
Sustainable consumption is no longer a niche concern, it’s a necessity. Even so, many consumers remain hesitant, torn between their belief in sustainability and their fears of cost, inconvenience, and compromise. The 60% Potential displays how marketing can bridge this gap and transform mainstream consumers from passive bystanders into active participants in the green transition.
Marketing experts Johanna Gollnhofer and Jan Pechmann provide a data-driven approach to understanding consumer hesitation, providing real-world strategies that inspire change without resistance. Through case studies and best practices, they illustrate how brands can reframe sustainability as desirable and accessible. While a call to action, this book also outlines the evolving role of marketing leaders in shaping a future where sustainability is not a sacrifice, but a selling point.
Essential reading for CMOs and business leaders, The 60% Potential proves that the key to a greener future isn’t just innovation―it’s communication.
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About the Author
Dr. Johanna Gollnhofer is associate professor of marketing at the University of St. Gallen, and on LinkedIn, she publishes the Green Marketing newsletter. Jan Pechmann is a consultant, entrepreneur, and founder of the agencies Diffferent and BAM! Bock auf Morgen, which advocates for sustainable marketing. He is also the initiator of the Marketing for Future Award.
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Paperback. Condition: New. 1. Unlocking the untapped 60% of consumers, experts reveal how marketing can transform sustainable choices from a niche concern into mass adoption. Sustainable consumption is no longer a niche concern, it's a necessity. Even so, many consumers remain hesitant, torn between their belief in sustainability and their fears of cost, inconvenience, and compromise. The 60% Potential displays how marketing can bridge this gap and transform mainstream consumers from passive bystanders into active participants in the green transition. Marketing experts Johanna Gollnhofer and Jan Pechmann provide a data-driven approach to understanding consumer hesitation, providing real-world strategies that inspire change without resistance. Through case studies and best practices, they illustrate how brands can reframe sustainability as desirable and accessible. While a call to action, this book also outlines the evolving role of marketing leaders in shaping a future where sustainability is not a sacrifice, but a selling point. Essential reading for CMOs and business leaders, The 60% Potential proves that the key to a greener future isn't just innovation-it's communication. Seller Inventory # LU-9783593521060
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Published by
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ISBN 10: 3593521067
ISBN 13: 9783593521060
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Paperback. Condition: New. 1. Unlocking the untapped 60% of consumers, experts reveal how marketing can transform sustainable choices from a niche concern into mass adoption. Sustainable consumption is no longer a niche concern, it's a necessity. Even so, many consumers remain hesitant, torn between their belief in sustainability and their fears of cost, inconvenience, and compromise. The 60% Potential displays how marketing can bridge this gap and transform mainstream consumers from passive bystanders into active participants in the green transition. Marketing experts Johanna Gollnhofer and Jan Pechmann provide a data-driven approach to understanding consumer hesitation, providing real-world strategies that inspire change without resistance. Through case studies and best practices, they illustrate how brands can reframe sustainability as desirable and accessible. While a call to action, this book also outlines the evolving role of marketing leaders in shaping a future where sustainability is not a sacrifice, but a selling point. Essential reading for CMOs and business leaders, The 60% Potential proves that the key to a greener future isn't just innovation-it's communication. Seller Inventory # LU-9783593521060
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Paperback. Condition: new. Paperback. Unlocking the untapped 60% of consumers, experts reveal how marketing can transform sustainable choices from a niche concern into mass adoption. Sustainable consumption is no longer a niche concern, it's a necessity. Even so, many consumers remain hesitant, torn between their belief in sustainability and their fears of cost, inconvenience, and compromise. The 60% Potential displays how marketing can bridge this gap and transform mainstream consumers from passive bystanders into active participants in the green transition. Marketing experts Johanna Gollnhofer and Jan Pechmann provide a data-driven approach to understanding consumer hesitation, providing real-world strategies that inspire change without resistance. Through case studies and best practices, they illustrate how brands can reframe sustainability as desirable and accessible. While a call to action, this book also outlines the evolving role of marketing leaders in shaping a future where sustainability is not a sacrifice, but a selling point. Essential reading for CMOs and business leaders, The 60% Potential proves that the key to a greener future isn't just innovationit's communication. Shipping may be from multiple locations in the US or from the UK, depending on stock availability. Seller Inventory # 9783593521060