60% Potential
Regular price
€40.99
A01=Jan Pechmann
A01=Johanna Gollnhofer
Author_Jan Pechmann
Author_Johanna Gollnhofer
Category=KJ
Category=KJK
Category=KJM
Category=KJS
CMO
consumer products
creativity
eq_bestseller
eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
forthcoming
green marketing
greenwashing
management
marketing
sustainability
vegan
Product details
- ISBN 9783593521060
- Weight: 367g
- Dimensions: 138 x 217mm
- Publication Date: 15 May 2026
- Publisher: Campus Verlag
- Publication City/Country: DE
- Product Form: Paperback
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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.
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.
Dr. Johanna Gollnhofer is associate professor of marketing at the University of St. Gallen, and on LinkedIn, she publishes the Green Marketing newsletter. Jan Pechmann is a consultant, entrepreneur, and founder of the agencies Diffferent and BAM! Bock auf Morgen, which advocates for sustainable marketing. He is also the initiator of the Marketing for Future Award.
