{"product_id":"9783593521060-the-60-potential","title":"The 60% Potential","description":"\u003cmeta content=\"text\/html; charset=utf-8\" http-equiv=\"Content-Type\"\u003e\u003cp\u003e\u003cspan\u003eUsing Marketing to Win Over Mainstream Consumers for Sustainable Consumption\u003cbr\u003e\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\u003cbr\u003e\u003cbr\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.\u003cbr\u003e\u003cbr\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.\u003cbr\u003e\u003cbr\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\u003c\/span\u003e\u003c\/p\u003e","brand":"Rarewaves","offers":[{"title":"Default Title","offer_id":58211223994742,"sku":"9783593521060","price":38.15,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0092\/7504\/8033\/files\/orig_36045252.jpg?v=1783312507","url":"https:\/\/www.rarewaves.com\/products\/9783593521060-the-60-potential","provider":"Rarewaves.com","version":"1.0","type":"link"}