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!