The 60% Potential: Using Marketing to Win Over Mainstream Consumers for Sustainable Consumption

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Johanna Gollnhofer Jan Pechmann

The 60% Potential

Using Marketing to Win Over Mainstream Consumers for Sustainable Consumption

Johanna Gollnhofer, Jan Pechmann

$64.95

Paperback

Forthcoming
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English

Campus Verlag
13 November 2025

Sales & marketing

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.

By: Johanna Gollnhofer, Jan Pechmann
Imprint: Campus Verlag
Country of Publication: Germany
Dimensions: Height: 217mm, Width: 138mm, Spine: 18mm
Weight: 399g
ISBN: 9783593521060
ISBN 10: 3593521067
Pages: 256
Publication Date: 13 November 2025
Audience: Professional and scholarly , Undergraduate
Format: Paperback
Publisher's Status: Forthcoming

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.