Episode #6
The 60% Who Care But Won't Buy | Curious By Design (S1E6)
Most people who care about sustainability... still don't buy sustainable products. Not because they're bad people. Because the way we market those products is fundamentally backwards. Prof. Dr. Johanna Gollnhofer is Professor of Marketing and Director of the Institute for Marketing & Customer Insight at the University of St. Gallen. Her latest book, The 60% Potential , nominated for the GetAbstract Business Impact Award, is about the massive middle group of consumers who are open to green products, but still aren't buying them. In this episode, she explains why "eco" messaging repels the very people it needs to reach, what actually moves a mainstream consumer, and why desire beats sustainability every time at the checkout. If you've ever wondered why the green movement isn't converting faster, this one's for you. Guest Bio: Prof. Dr. Johanna Gollnhofer [ LinkedIn , Website , The 60% Potential on Amazon ] Johanna is Professor of Marketing and Director of the Institute for Marketing & Customer Insight at the University of St. Gallen. She researches, lectures, and advises companies on customer-centric marketing and sustainability. Her book The 60% Potential - Winning Over Mainstream Consumers for Green Consumption (Campus Verlag, 2024/2025) was nominated for the GetAbstract Business Impact Award. Host: Viktoriia Simakova [ Instagram , LinkedIn , enless styling app ]
