Around 60% of people are unsure where they stand: on one hand, they view green consumption and sustainable behavior as important; on the other, they associate these with buzzkills like rationality, sacrifice, or higher costs. This group represents the 60% potential for companies - mainstream consumers often overlooked in the ideological battles between Eco-Fans and Eco-Grouches. Yet it's precisely this group that needs to be inspired to embrace green consumption. They offer enormous potential - not just for the environment, but also for revenue growth! This book explores how the 60% think and act. Understanding this group is key to unlocking their potential and is essential for marketing professionals, sustainability teams, green start-ups, and companies undergoing transformation. With the five CMO jobs, Gollnhofer and Pechmann show how marketing can become part of the solution - and how to win over mainstream consumers for sustainable consumption. This book provides insight into: ? Why the majority of people - the so-called 60% potential - struggle with sustainable consumption, ? Seven key customer insights to better understand this group, ? How the 60% differ from Eco-Fans, ? How companies and start-ups can escape the Eco-Trap, ? The five essential CMO jobs needed to unlock the 60% potential and align sustainability with business success. Packed with practical examples from both established companies and start-ups. » Rich in facts and full of imaginative insight. This book shows how brands and marketing can help shape our shared future - and how that future can become more sustainable.« Prof. Dr. Maja Göpel, transformation and sustainability expert and bestselling author

Yet, sustainable consumption has not yet reached the mainstream. Around 60% of people-the absolute majority-find themselves at a crossroads: On the one hand, they consider sustainable behavior important; on the other, they associate it with sacrifice or higher costs. This is where the magic of marketing and communication comes into play. Marketing experts Gollnhofer and Pechmann demonstrate how marketing can become the driving force behind a successful green transformation by: ¿ Analyzing how to convince the mainstream, ¿ Offering 7 concrete customer insights ¿ Showcasing marketing best practices for the green transformation, and ¿ Introducing multiple roles for the CMOs of the future. So that people don't fear the future-but get excited about it!