«60% Potential» – Newsletter by Prof. Dr. Johanna Gollnhofer
The term «60% Potential» stands for a central challenge of sustainable transformation: many sustainable offerings today reach only a small share of the population. The greatest growth potential, however, does not lie with those who are already convinced, but with the broad majority of consumers. This is precisely the argument put forward by Jan Pechmann and Johanna Gollnhofer in their book «The 60% Potential: Using Marketing to Inspire the Mass Market for Green Consumption».
This is precisely where the newsletter comes in. It focuses on questions such as:
- How can sustainable products become suitable for the mass market?
- Why do many sustainable innovations fail despite good intentions?
- What role do green marketing, pricing, convenience, and everyday usability play?
- How can companies position sustainable solutions as attractive rather than morally charged?
In the newsletter, Johanna Gollnhofer analyzes current developments from research and practice and shows how companies can scale sustainable offerings more successfully — without falling into greenwashing or mere symbolism.
Would you like to make sure you do not miss an issue? Here you can find the «60% Potential» newsletter by Prof Dr. Johanna Gollnhofer.
You can find more posts on sustainable marketing on Johanna Gollnhofer’s blog.
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