Johanna Gollnhofer: How can we use marketing to inspire the general public to consume sustainably?

How can companies reach people who want to live more sustainably but have not yet integrated the idea into their everyday lives? How can green consumption be promoted without resorting to greenwashing? And what potential lies between the extremes of eco-enthusiasts and eco-skeptics?

Jonathan Schwarz talks to Johanna Gollnhofer about the opportunities and uncertainties of green consumption. They discuss how marketing reaches the masses, supports sustainable decisions, and remains credible at the same time—and show why it is precisely the people between the extremes who hold the key to real change.

Guest: Johanna Gollnhofer

Johanna Gollnhofer is an author, award-winning researcher, marketing professor, and keynote speaker. Her book “The 60% Potential: Using Marketing to Inspire the Masses to Green Consumption” was published in fall 2024. As an expert in sustainability and green consumption, her mission is to make the magic of marketing work for business and social goals.

Cases discussed 

With the vision of promoting biodiverse, fair, and regional agriculture in Davos, the idea for the Ünschi movement was born in collaboration with Martin Hänggi from Bioladen Davos. The “Ünschi Härdöpfel” project was launched in 2019. After 70 years, potatoes are now being grown again in the Davos mountains—and this is just the beginning.

Links

The book “The Let Them Theory” by Mel Robbins