{"product_id":"the-60-potential-by-jan-pechmann-9783593521060","title":"The 60% Potential","description":"\u003cp\u003e\u003cstrong\u003eUnlocking the untapped 60% of consumers, experts reveal how marketing can transform sustainable choices from a niche concern into mass adoption.\u003c\/strong\u003e \u003c\/p\u003e\u003cp\u003eSustainable 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. \u003cem\u003eThe 60% Potential \u003c\/em\u003edisplays how marketing can bridge this gap and transform mainstream consumers from passive bystanders into active participants in the green transition. \u003c\/p\u003e\u003cp\u003eMarketing 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. \u003c\/p\u003e\u003cp\u003eEssential reading for CMOs and business leaders, \u003cem\u003eThe 60% Potential \u003c\/em\u003eproves that the key to a greener future isn't just innovation—it's communication.\u003c\/p\u003e","brand":"Unknown","offers":[{"title":"Default Title","offer_id":46871514120428,"sku":"9783593521060","price":73.99,"currency_code":"NZD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0705\/7784\/8556\/files\/b795efc6d0b6e8152ed363671755f1cb.jpg?v=1762225736","url":"https:\/\/bookhero.co.nz\/products\/the-60-potential-by-jan-pechmann-9783593521060","provider":"Book Hero","version":"1.0","type":"link"}