{"product_id":"9783593521060","title":"The 60% Potential : Using Marketing to Win Over Mainstream Consumers for Sustainable Consumption by Johanna Gollnhofer","description":"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.\u003cbr\u003eBinding: Paperback \/ softback","brand":"Gardners","offers":[{"title":"Default Title","offer_id":56368285450613,"sku":"9783593521060","price":32.0,"currency_code":"GBP","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0612\/7193\/3106\/files\/9783593521060.jpg?v=1763549031","url":"https:\/\/backstory.london\/products\/9783593521060","provider":"Backstory","version":"1.0","type":"link"}