Professor · Author · Speaker
Marketing decisions need evidence,
not gut feeling.
Marketing Professor
University of St. Gallen, since 2019
7 Countries
lived, researched & taught
Top journals
et al. Journal of Consumer Research
5,000+ readers
LinkedIn newsletter “60% Potential”
About Johanna
As an author, award-winning researcher, marketing professor and keynote speaker, my mission is to harness the magic of marketing for specific business and societal goals.
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Associate Professor of Marketing at the University of St. Gallen (since 2019)
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Has worked and lived in seven different countries (Germany, Switzerland, Denmark, Finland, Russia, Canada, France, and Colombia)
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Author: The 60% Potential—Using Marketing to Inspire the Masses to Embrace Green Consumption
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LinkedIn Newsletter: 60% Potential (+5,000 subscribers)
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My research has been published in the world’s leading journals in my academic field (e.g., Journal of Consumer Research)
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Leisure: You’ll find me in the mountains or on the tennis court
SHORT BIO
HEAR & SEE
My book in sound and pictures
BOOK
The 60% potential
Marketing can inspire the masses to embrace green consumption
Around 60% of people are unsure of their direction: they consider green behavior important, but associate it with sacrifice, rationality, and higher prices. This broad segment of the population is often overlooked in the trench warfare between eco-enthusiasts and eco-skeptics—yet it holds enormous potential, both for climate protection and for sales.
The book shows how these 60% think, how they behave — and how marketing, sustainability departments and green start-ups can finally unlock this potential.
With Jan Pechmann, Campus Verlag , 2024
SPEAKING
Keynotes that not only inform, but also inspire.
Scientifically sound content, presented clearly and concisely — combined with high entertainment value and genuine practical relevance.
01
From niche product to bestseller
How sustainable products can make the leap from the sustainability community into the mainstream, benefiting both sales and the environment.
02
The 7 sins of sustainable marketing
Key misconceptions that are hindering green marketing — and, very specifically, how to do it better.
03
How can I keep my brand relevant?
Strategic levers for brand relevance in a market that is constantly reorganizing itself, from Amazon to TikTok to ChatGPT.
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Marketing 2030
Five theses on how artificial intelligence will change mindsets and brands by 2030 — concrete, without buzzwords.
SELECTED STAGES
60% potential -
the newsletter
Over 5,000 readers regularly receive thought-provoking ideas on marketing, brands and green consumption — directly on LinkedIn.
RESEARCH THESES
The 7 Sins of Green Marketing
Seven common misconceptions that regularly hinder sustainable marketing — identified through several years of empirical research.
01
The generational myth
Gen Z is considered the most sustainable generation, but behavioral data paints a much more mixed picture than the self-image.
02
Attitude-Behavior Gap
In practice, there is often a wide gap between what people say about their purchasing intentions and how they actually shop.
03
The ideal self at the checkout
Willingness to pay for sustainability is overestimated in surveys — at the checkout, the price-conscious "now-me" usually decides.
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Fear is less severe than expected
Shocking images like the melting glacier mobilize people less often than previously thought — more often they trigger powerlessness.
05
CO₂ figures are hardly convincing
The footprint is important — but for most people it is too abstract to be truly convincing in everyday life.
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Sustainability as an automatic advantage
Only what is clearly distinguishable from a consumer perspective is perceived as a genuine competitive advantage.
07
Buzzwords are losing their audience
Circular economy, net zero, ESG, impact: terms that promise internal clarity no longer resonate with most consumers. Clear, understandable language beats buzzword bingo.
INFORMATION & BLOG
New from the blog
Writing creates clarity, which is why I regularly write about marketing, brands and sustainable consumption, beyond short headlines.