{"product_id":"the-60-potential-von-johanna-gollnhofer-und-jan-pechmann","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. \nThis 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! \nThis 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. \nWith 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\nThis book provides insight into:\n• Why the majority of people — the so-called 60% potential — struggle with sustainable consumption,\n• Seven key customer insights to better understand this group,\n• How the 60% differ from Eco-Fans,\n• How companies and start-ups can escape the Eco-Trap,\n• The five essential CMO jobs needed to unlock the 60% potential and align sustainability with business success.\nPacked with practical examples from both established companies and start-ups.\n\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\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783593521060\"\u003e\u003ch3\u003eUsing Marketing to Win Over Mainstream Consumers for Sustainable Consumption\u003c\/h3\u003e\u003c\/div\u003e","brand":"Autorenwelt Shop","offers":[{"title":"Paperback - 9783593521060","offer_id":55405374996805,"sku":"9783593521060","price":34.0,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/bbd73c24-3fa5-41b6-b68c-ea5c38b25228.jpg?v=1781413661","url":"https:\/\/shop.autorenwelt.de\/en\/products\/the-60-potential-von-johanna-gollnhofer-und-jan-pechmann","provider":"Autorenwelt Shop","version":"1.0","type":"link"}