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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!
About the author
Dr. Johanna Gollnhofer is associate professor of marketing at the University of St. Gallen, and on LinkedIn, she publishes the
Green Marketing newsletter.
Jan Pechmann is a consultant, entrepreneur, and founder of the agencies Diffferent and BAM! Bock auf Morgen, which advocates for sustainable marketing. He is also the initiator of the Marketing for Future Award.
Summary
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!
Foreword
The Green Transformation is the order of the day
