The 60% Potential - by Johanna Gollnhofer & Jan Pechmann (Paperback)

Book Synopsis

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.

About the Author

Dr. Johanna Gollnhofer is associate professor of marketing at the University of St. Gallen, and on LinkedIn, she publishes the Green Marketing newsletter. Jan Pechmann is a consultant, entrepreneur, and founder of the agencies Diffferent and BAM! Bock auf Morgen, which advocates for sustainable marketing. He is also the initiator of the Marketing for Future Award.