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Full Description
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.
Contents
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
