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The 60% Potential

By Johanna Gollnhofer

The 60% Potential

By Johanna Gollnhofer

Only 1 item left in stock
Description
Around 60% of people are unsure where they stand: on one hand, they view green consumption and sustainable behavior as important; on the other, they associate these with buzzkills like rationality, sacrifice, or higher costs. This group represents the 60% potential for companies - mainstream consumers often overlooked in the ideological battles between Eco-Fans and Eco-Grouches. Yet it's precisely this group that needs to be inspired to embrace green consumption. They offer enormous potential - not just for the environment, but also for revenue growth! This book explores how the 60% think and act. Understanding this group is key to unlocking their potential and is essential for marketing professionals, sustainability teams, green start-ups, and companies undergoing transformation. With the five CMO jobs, Gollnhofer and Pechmann show how marketing can become part of the solution - and how to win over mainstream consumers for sustainable consumption.
This book provides insight into:¿ Why the majority of people - the so-called 60% potential - struggle with sustainable consumption,¿ Seven key customer insights to better understand this group,¿ How the 60% differ from Eco-Fans,¿ How companies and start-ups can escape the Eco-Trap,¿ The five essential CMO jobs needed to unlock the 60% potential and align sustainability with business success.Packed with practical examples from both established companies and start-ups.
' Rich in facts and full of imaginative insight. This book shows how brands and marketing can help shape our shared future - and how that future can become more sustainable.' Prof. Dr. Maja Göpel, transformation and sustainability expert and bestselling author
Product details
Binding:
Paperback
Edition:
1
Number of Pages:
224
Release Date:
2025-07-30
Publication Date:
2025-07-30
Publisher:
Campus Verlag GmbH
Languages:
Original: English
ISBN10:
3593521067
ISBN13:
9783593521060
GPSR Manufacturer Reference:
[email protected]
Weight:
382 g
Height:
134 cm
Width:
214 cm
Thickness:
18 cm
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