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The 60% Potential
- Using Marketing to Win Over Mainstream Consumers for Sustainable Consumption
Engelsk
Bogcover for The 60% Potential af Jan Pechmann, Johanna Gollnhofer, 9783593521060
Specifikationer
Sprog:
Engelsk
Sider:
256
ISBN-13:
9783593521060
Indbinding:
Paperback
ISBN-10:
3593521067
Kategori:
Udg. Dato:
23 okt 2025
Størrelse i cm:
21,7 x 13,8
Forlag:
Oplagsdato:
23 okt 2025

The 60% Potential

- Using Marketing to Win Over Mainstream Consumers for Sustainable Consumption
Engelsk
Paperback 2025
Format:

Bog beskrivelse
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.
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Udkommer 23-10-2025

Specifikationer
Sprog:
Engelsk
Sider:
256
ISBN-13:
9783593521060
Indbinding:
Paperback
ISBN-10:
3593521067
Kategori:
Udg. Dato:
23 okt 2025
Størrelse i cm:
21,7 x 13,8
Forlag:
Oplagsdato:
23 okt 2025
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