{"product_id":"the-60-potential","title":"The 60% Potential","description":"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. \u003cbr\u003eThis 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! \u003cbr\u003eThis 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. \u003cbr\u003eWith 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.\u003cbr\u003e\u003cbr\u003eThis book provides insight into:\u003cbr\u003e- Why the majority of people - the so-called 60% potential - struggle with sustainable consumption,\u003cbr\u003e- Seven key customer insights to better understand this group,\u003cbr\u003e- How the 60% differ from Eco-Fans,\u003cbr\u003e- How companies and start-ups can escape the Eco-Trap,\u003cbr\u003e- The five essential CMO jobs needed to unlock the 60% potential and align sustainability with business success.\u003cbr\u003ePacked with practical examples from both established companies and start-ups.\u003cbr\u003e\u003cbr\u003e' 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","brand":"Campus Verlag GmbH","offers":[{"title":"Default Title","offer_id":57607503708486,"sku":"9783593521060","price":34.0,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0852\/3081\/3510\/files\/df1e68bbf86ad84cc96cb23e3353d6a016e103fd30685e0420a30a4adedb39a7.jpg?v=1792128080","url":"https:\/\/www.averdo.com\/products\/the-60-potential","provider":"Averdo","version":"1.0","type":"link"}