Gollnhofer / Pechmann

Erschienen: 30.07.2025

The 60% Potential

Using Marketing to Win Over Mainstream Consumers for Sustainable Consumption

Campus

ISBN 978-3-593-52106-0

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34,00 €

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auch verfügbar als eBook (ePub) für 30,99 €

Bibliografische Daten

Fachbuch

Buch. Softcover

2025

In englischer Sprache

Umfang: 224 S.

Format (B x L): 13,8 x 21,6 cm

Gewicht: 382

Verlag: Campus

ISBN: 978-3-593-52106-0

Produktbeschreibung

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

Autorinnen und Autoren

Produktsicherheit

Hersteller

Beltz Verlagsgruppe GmbH & Co. KG

Werderstr. 10
69469 Weinheim, DE

info@campus.de

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