EAN: 9783593521060

Bilder-Quelle: averdo

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

Produktinformationen zuletzt aktualisiert am
23.08.2025 um 17:22 Uhr

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