Isbn: 9783593521060 - the 60% potential: using marketing to win over mainstream consumers for sustainable consumption (33 resultados)

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Paperback. Condición: New. 1. 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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Paperback. Condición: New. 1. 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.…

Condición: New.

Paperback. Condición: new. Paperback. 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 innovationit's communication. Shipping may be from multiple locations in the US or from the UK, depending on stock availability.…

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Taschenbuch. Condición: Neu. Neuware -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 224 pp. Englisch. …

Taschenbuch. Condición: Neu. Neuware -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 224 pp. Englisch. …

Condición: New. 2025. paperback. . . . . .

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Taschenbuch. Condición: Neu. Neuware -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 understandthis 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 establishedcompanies and start-ups.' Rich in facts and full of imaginative insight. This book showshow brands and marketing can help shape our sharedfuture - and how that future can become more sustainable.'Prof. Dr. Maja Göpel, transformation and sustainability expertand bestselling author. …

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paperback. Condición: New.

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Paperback. Condición: new. Paperback. 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 innovationit's communication. Shipping may be from our UK warehouse or from our Australian or US warehouses, depending on stock availability.…

Taschenbuch. Condición: Neu. Neuware -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 understandthis 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 establishedcompanies and start-ups.' Rich in facts and full of imaginative insight. This book showshow brands and marketing can help shape our sharedfuture - and how that future can become more sustainable.'Prof. Dr. Maja Göpel, transformation and sustainability expertand bestselling authorCampus Verlag GmbH, Werderstraße 10, 69469 Weinheim 224 pp. Englisch. …

Paperback. Condición: New. 1. 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.…

Taschenbuch. Condición: Neu. Neuware - 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. …