How consumer desire for sustainability is powering the first demand-driven transformative
megatrend—and how business leaders can make the most of this important moment. Sustainability
is rocking the business world as profoundly as any global trend of the past from
electrification to digitalization. But unlike previous revolutions this one is being driven by
consumers for whom environmentally sound practices matter as much as price quality and
brand. In The Demand Revolution Andreas von der Gathen Nicolai Broby Eckert and Caroline
Kastbjerg offer a strategic framework for winning these consumers—and taking advantage of the
vast commercial opportunity presented by sustainability as the first demand-driven
transformative megatrend. The first movers in the Demand Revolution will be able to create
enduring competitive advantages and high entry barriers built around redesigned business model
ecosystems and customer loyalty the authors explain but this will require a critical
adjustment in thinking and approach. Companies first of all have to catch up with consumers
who see themselves on a demand curve far beyond what companies currently perceive. Business
leaders must shift their focus from the cost of sustainability to its potential for generating
growth and long-term profits. This in turn means recognizing that the classic adoption curves
for innovations—and the strategic playbooks derived from those insights—no longer apply. The
Demand Revolution shows business leaders how to look beyond easy fixes and incremental outcomes
and instead pursue high-risk high-reward moves geared toward the source of exponential growth:
the world’s consumers.
