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
