How consumer desire for sustainability is powering the first demand-driven, transformative megatrend and how business leaders can make the most of this important moment.
How consumer desire for sustainability is powering the first demand-driven, transformative megatrend and how business leaders can make the most of this important moment.
Andreas von der Gathen is Senior Partner and co-CEO at Simon-Kucher in Bonn. Previously he served for more than 20 years as a partner and as the global head of the firm’s consumer and retail practice. Nicolai Broby Eckert is Senior Partner and co-Head of the Nordics at Simon-Kucher in Copenhagen. He has worked for 22 years with corporate and commercial strategy for some of the largest companies in the Nordics and is a passionate angel investor. Caroline Kastbjerg is Senior Manager with Simon-Kucher in Copenhagen. She has broad experience working on commercial initiatives for some of the largest companies across the Nordics.
Inhaltsangabe
Table of Contents Preface 5 Part 1: The Green Mirage 8 Chapter 1: Sustainability – as we know it – is not sustainable 9 Chapter 2: Why companies haven’t succeeded so far 34 Part 2: The Demand Revolution 53 Chapter 3: The rise of the Demand Revolution 54 Chapter 4: The evidence of a consumer-driven megatrend 63 Chapter 5: The scope and scale of the strategic opportunity 84 Part 3: The Consumers’ Call to Action 92 Chapter 6: How sustainability is shaping consumer behavior 93 Chapter 7: Meet the Champions and Non Believers 109 Chapter 8: Meet the Image Driven, Thoughtfuls, and Planet Savers 124 Chapter 9: Meet the Cost Conscious, Selectives, and Skeptics 146 Chapter 10: How sustainability changes the consumer journey 169 Part 4: The Growth Imperative 191 Chapter 11: The new innovation paradigm 192 Chapter 12: Are you dead yet? 212 Chapter 13: Longevity and Brand Plays 234 Chapter 14: Mass Affordability and Anti-Waste Plays 245 Chapter 15: Ease of Choice and Engagement Plays 257 Epilogue: Detours and High-Speed Lanes 271 Acknowledgments 279 Notes 281
Table of Contents Preface 5 Part 1: The Green Mirage 8 Chapter 1: Sustainability – as we know it – is not sustainable 9 Chapter 2: Why companies haven’t succeeded so far 34 Part 2: The Demand Revolution 53 Chapter 3: The rise of the Demand Revolution 54 Chapter 4: The evidence of a consumer-driven megatrend 63 Chapter 5: The scope and scale of the strategic opportunity 84 Part 3: The Consumers’ Call to Action 92 Chapter 6: How sustainability is shaping consumer behavior 93 Chapter 7: Meet the Champions and Non Believers 109 Chapter 8: Meet the Image Driven, Thoughtfuls, and Planet Savers 124 Chapter 9: Meet the Cost Conscious, Selectives, and Skeptics 146 Chapter 10: How sustainability changes the consumer journey 169 Part 4: The Growth Imperative 191 Chapter 11: The new innovation paradigm 192 Chapter 12: Are you dead yet? 212 Chapter 13: Longevity and Brand Plays 234 Chapter 14: Mass Affordability and Anti-Waste Plays 245 Chapter 15: Ease of Choice and Engagement Plays 257 Epilogue: Detours and High-Speed Lanes 271 Acknowledgments 279 Notes 281
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