Embrace the sustainability megatrend: The key to future business success
In "The Demand Revolution," authors Andreas von der Gathen, Nicolai Broby Eckert, and Caroline Kastbjerg reveal how 60 years of awareness and exposure to sustainability have reshaped consumer behavior and reset expectations. As a result, the majority of consumers are now willing to buy sustainable solutions. This powerful shift places environmental practices on equal footing with price, quality, and brand.
The book offers a strategic framework for businesses to seize this opportunity, creating enduring competitive advantages and unparalleled customer loyalty through innovative business models.
The Demand Revolution is the first book to look at sustainable business strategies from a nuanced consumer perspective.
Marco Bertini, Professor, Esade; Senior Advisor, Globalpraxis.
About the book
In the first part of the book, we investigate the disconnect between companies’ actions and consumers’ demand for sustainable goods and services, and explain why many companies are still failing in their sustainability efforts.
In the second part, we lay out the case for how sustainability is driven by a strong consumer pull and therefore inherently different from past megatrends, and why this makes it a great strategic opportunity for companies.
In the third part, we present the results from our in-depth, at scale, consumer studies and introduce the eight consumer archetypes in terms of how they each think and act when it comes to sustainability.
The final part of the book offers our guidance and recommendations on how to turn those consumer insights into successful sustainability strategies.
The Demand Revolution provides a robust and effective framework to help them translate sustainability into a competitive advantage and driver of growth strategies. A must-read book.
Oded Koenigsberg, Professor, former Deputy Dean and Executive Dean, Dubai, London Business School
Meet the authors
Caroline Kastbjerg
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Talk to us about your sustainability strategies
Businesses today face the dual pressures of meeting customer needs and regulatory demands while pursuing sustainability. We provide the expert knowledge necessary to navigate these challenges, offering commercially viable solutions that support sustainability goals and net-zero targets.
Our approach involves collecting insights from various stakeholders to understand pain points and aligning offerings with demands and regulations. We bridge the gap between commercialization and sustainable practices, unlocking opportunities for sustained growth and profit.