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About Johanna Gollnhofer

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As an author, award-winning researcher, marketing professor, and keynote speaker, my mission is to harness the magic of marketing for business and social goals.

 

My strength lies in presenting scientific findings in an understandable and practical way so that companies and people can apply them directly in their everyday lives.

There are about 60% of people who don't really know where to go: on the one hand, they consider green consumption and behavior patterns to be important, but on the other hand, they associate them with spoilsports such as reason, renunciation, or even price increases.

For us, these people represent the 60% potential —the broad masses—who are often overlooked in the religious battles between eco-fans and eco-grouches. Yet, it's precisely these people who should be encouraged to embrace green consumption! Because they offer immense potential not only for the environment but also for sales!

But how? This book explains what makes the 60% tick and how they behave. This knowledge helps realize their potential and is relevant for marketing and sustainability departments, green startups, and transforming corporations.

Johanna Gollnhofer's book "The 60% Potential - Using Marketing to Inspire the Mass for Green Consumption" was published by Campus Verlag in September 2024.

9/10
Get Abstract

Johanna Gollnhofers Buch Das 60% Potenzial ist für den International Book Award von GetAbstract nominiert. Anerkennung für echten Business Impact

Magic of Marketing =

The ability to effectively communicate ideas and beliefs to the world.

For me, marketing is a strategic tool – it creates orientation, generates relevance and enables real change.

 

Above all, the following questions go through my head:

 

  • How can smart marketing advance the green transformation?
     

  • How do we reach people in a dynamic, volatile world – without overwhelming them?
     

  • What errors in thinking characterize marketing – and how do they block our commercial success?
     

  • What role does marketing play in a world increasingly shaped by artificial intelligence?

 

Short bio

  • Associate Professor of Marketing at the University of St. Gallen (since 2019)

  • Worked and lived in seven different countries (Germany, Switzerland, Denmark, Finland, Russia, Canada, France and Colombia)

  • Author: The 60% Potential - Using Marketing to Inspire the Mass for Green Consumption

  • LinkedIn Newsletter: [Green] Marketing

  • My research has been published in the world's leading journals of my academic field (e.g. Journal of Consumer Research)

  • Leisure: You can find me in the mountains or on the tennis court

Johanna Gollnhofer steht gemeinsam mit Jan Pechmann auf einer Bühne vor rund 600 Menschen. Sie hebt den Daumen und erklärt ein Konzept aus ihrem Buch „Das 60 % Potenzial“.

My theses & topics

I always come from empirical research, which I regularly publish in top journals in my field.

Here are a few selected topics and theses:  

 

  • The 60% potential : How can marketing contribute to the green transformation? How do we finally scale it? How do we inspire more people to embrace the green transformation? You can find all the insights in our book of the same name, published by Campus Verlag.

 

  • The 7 Sins of Green Marketing : I have identified seven misconceptions that we repeatedly make in sustainable marketing, but which stand in the way of our success.
     

  • Business Gospel : Which marketing concepts unquestioningly control our behavior and our decisions?
     

  • Product Hype: How do product hypes arise?

 

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