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.