{"product_id":"the-60-potential-johanna-gollnhofer-9783593521060","title":"The 60% Potential: Using Marketing to Win Over Mainstream Consumers for Sustainable Consumption","description":"\u003cb\u003eUnlocking the untapped 60% of consumers, experts reveal how marketing can transform sustainable choices from a niche concern into mass adoption.\u003c\/b\u003e \u003cp\u003e\u003c\/p\u003e 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. \u003ci\u003eThe 60% Potential \u003c\/i\u003edisplays how marketing can bridge this gap and transform mainstream consumers from passive bystanders into active participants in the green transition. \u003cp\u003e\u003c\/p\u003e 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. \u003cp\u003e\u003c\/p\u003e Essential reading for CMOs and business leaders, \u003ci\u003eThe 60% Potential \u003c\/i\u003eproves that the key to a greener future isn't just innovation--it's communication.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Johanna Gollnhofer, Jan Pechmann\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 3593521067\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9783593521060\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Campus Verlag\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 10\/23\/2025\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 256\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Paperback","brand":"Johanna Gollnhofer","offers":[{"title":"Paperback","offer_id":46927956115711,"sku":"9783593521060","price":39.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_cb7434f2-4e39-4450-8605-54815ba4b4f1.jpg?v=1749373490","url":"https:\/\/www.whiterainbookhouse.com\/products\/the-60-potential-johanna-gollnhofer-9783593521060","provider":"WR Book House","version":"1.0","type":"link"}