Name: The 60% Potential. Using Marketing to Win Over Mainstream Consumers for Sustainable Consumption
SKU: 64787052
Price: 48.34 EUR
Availability: InStock
Author: Jan Pechmann;Johanna Gollnhofer
ISBN: 9783593521060

portada The 60% Potential. Using Marketing to Win Over Mainstream Consumers for Sustainable Consumption

The 60% Potential. Using Marketing to Win Over Mainstream Consumers for Sustainable Consumption

Type

Physical Book

Publisher

Campus Verlag

Author

Jan Pechmann;Johanna Gollnhofer

Year

2025

Pages

256

Format

Paperback

Dimensions

21.7x13.8 cm

ISBN13

9783593521060

The 60% Potential. Using Marketing to Win Over Mainstream Consumers for Sustainable Consumption

Jan Pechmann;Johanna Gollnhofer (Author) · Campus Verlag · Paperback

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Synopsis "The 60% Potential. Using Marketing to Win Over Mainstream Consumers for Sustainable Consumption"

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.