{"product_id":"the-60-potential-johanna-gollnhofer-ebook","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.\nThis 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!\nThis 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.\nWith 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.\n\nThis book provides insight into:\n• Why the majority of people — the so-called 60% potential — struggle with sustainable consumption,\n• Seven key customer insights to better understand this group,\n• How the 60% differ from Eco-Fans,\n• How companies and start-ups can escape the Eco-Trap,\n• The five essential CMO jobs needed to unlock the 60% potential and align sustainability with business success.\nPacked with practical examples from both established companies and start-ups.\n\n» 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":"Johanna Gollnhofer","offers":[{"title":"Default Title","offer_id":53649270899015,"sku":"9783593463438","price":30.99,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0920\/5455\/2903\/files\/the-60-potential-ebook-cover.webp?v=1775306872","url":"https:\/\/www.cinebuch.de\/products\/the-60-potential-johanna-gollnhofer-ebook","provider":"CineBuch","version":"1.0","type":"link"}