{"product_id":"gollnhofer-johanna-the-60-potential-9783593521060","title":"The 60% Potential","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.\n\u003cbr\u003e\nThis 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.\n\u003cbr\u003e\n' 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","brand":"Campus Verlag GmbH","offers":[{"title":"Used - like new","offer_id":53726236836182,"sku":"9783593521060-N","price":28.99,"currency_code":"EUR","in_stock":false}],"url":"https:\/\/www.momoxbooks.com\/products\/gollnhofer-johanna-the-60-potential-9783593521060","provider":"momoxbooks","version":"1.0","type":"link"}