The 60% Potential

Name: The 60% Potential
Price: 34 EUR
Availability: InStock
Author: Gollnhofer, Johanna & Pechmann, Jan
ISBN: 978-3-593-52106-0

Gollnhofer, Johanna & Pechmann, Jan (30.07.2025)

Campus

The 60% Potential · Gollnhofer, Johanna & Pechmann, Jan

Using Marketing to Win Over Mainstream Consumers for Sustainable Consumption

✍ Gollnhofer, Johanna & Pechmann, Jan 🎴 52106

Taschenbuch

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Produktdetails ▾

Produktnummer: 9783593521060
Verlag: Campus
Autor: Gollnhofer, Johanna & Pechmann, Jan
ISBN: 978-3-593-52106-0
Produktform: Taschenbuch
Veröffentlichung: 30.07.2025

Produktinformationen "The 60% Potential"

Verlag: Campus
Autor: Gollnhofer, Johanna & Pechmann, Jan
ISBN: 978-3-593-52106-0
Bestellnummer: 52106
Veröffentlichung: 30.07.2025
Produktform: Taschenbuch
Umfang: 224 Seiten
Maße: 138 x 16 x 216 (B/T/H)
Gewicht: 382
Sprache: englisch
Auflage: 1
MwSt: 7 %
Lesemotiv: Verstehen
Nebenlesemotive: Optimieren
Produktart: Taschenbuch
Produktform: Taschenbuch

The Green Transformation is the order of the day

Wie die grüne Transformation durch Marketing vorangetrieben werden kann
Mit vielen Praxisbeispielen

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

Biografie – Gollnhofer, Johanna

Gollnhofer, Johanna

Prof. Dr. Johanna Gollnhofer ist Assoziierte Professorin für Marketing an der Universität St. Gallen. Forscht und lehrt an der Schnittstelle Marketing/Nachhaltigkeit. Auf LinkedIn gibt sie den Newsletter »Green Marketing« raus. Jan Pechmann ist Unternehmensberater & Unternehmer, Gründer der Agenturen diffferent (bis 2021) sowie von BAM! Bock auf Morgen, das sich für nachhaltiges Marketing stark macht. Er ist Initiator des Marketing for Future Award.

Themen:

Green Marketing Sustainabilty Environment Marketing Strategy Consumer Goods St. Gallen University Advertising Advertisment CMO Chief Marketing Officer OMR

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