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The 60% Potential

Author

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  • Gollnhofer, Johanna
  • Pechmann, Jan

Abstract

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.

Suggested Citation

  • Gollnhofer, Johanna & Pechmann, Jan, 2025. "The 60% Potential," University of Chicago Press Economics Books, University of Chicago Press, number 9783593521060, October.
  • Handle: RePEc:ucp:bkecon:9783593521060
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