The Demand Revolution

How Consumers Are Redefining Sustainability and Transforming the Future of Business

Andreas von der Gathen, Nicolai Broby Eckert (Autoren)

Buch | Hardcover

264 Seiten

2024
MIT Press (Verlag)
978-0-262-04932-0 (ISBN)

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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. Sustainability is rocking the business world as profoundly as global trends of the past have, from electrification to digitalization. But unlike previous revolutions, this one is being driven by consumers, for whom environmentally sound practices matter as much as price, quality, and brand. In The Demand Revolution authors Andreas von der Gathen, Nicolai Broby Eckert, and Caroline Kastbjerg offer a strategic framework for winning these consumers and taking advantage of the vast commercial opportunity presented by sustainability as the first demand-driven, transformative megatrend. The first movers in the Demand Revolution will be able to create enduring competitive advantages and high entry barriers built around redesigned business model ecosystems and customer loyalty, the authors explain, but this will require a critical adjustment in thinking and approach. Companies, first of all, have to catch up with consumers, who see themselves on a demand curve far beyond what companies currently perceive. Business leaders must shift their focus from the cost of sustainability to its potential for generating growth and long term profits. This, in turn, means recognizing that the classic adoption curves for innovations and the strategic playbooks derived from those insights no longer apply. The authors of The Demand Revolution show business leaders how to look beyond easy fixes and incremental outcomes and instead pursue high-risk, high reward moves built on the source of exponential growth: the world s consumers.

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 & 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.

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

Erscheinungsdatum	04.10.2024
Zusatzinfo	19 BLACK AND WHITE ILLUS.
Sprache	englisch
Maße	152 x 229 mm
Themenwelt	Naturwissenschaften ► Biologie ► Ökologie / Naturschutz
	Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management
	Wirtschaft ► Volkswirtschaftslehre
ISBN-10	0-262-04932-5 / 0262049325
ISBN-13	978-0-262-04932-0 / 9780262049320
Zustand	Neuware