The 60% Potential

Name: The 60% Potential
Brand: Wiley
Price: 82.75 AUD
Availability: PreOrder

Using Marketing to Win Over Mainstream Consumers for Sustainable Consumption

By: Johanna Gollnhofer, Jan Pechmann

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Paperback | 15 June 2026 | Edition Number 1

At a Glance

Paperback
256 Pages

Dimensions(cm)
2.17 x 1.38 x 0.18

Paperback

$82.75

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Available: 15th June 2026

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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.

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