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