About
The biggest misconception about sustainability is that it matters to only a small subset of consumers who are willing to pay a premium. This focus on premium strategies falsely pits doing good against making money. In fact, consumer demand for sustainability is a massive untapped opportunity for most businesses. To take advantage of this demand, companies need to better understand what motivates customer purchases. And they need to lower the artificial barriers these customers face.

In this webinar, you will learn:

  • Why most sustainability efforts by companies fall short.

  • What consumers really want from companies on sustainability.

  • Six successful strategies for winning consumers who care about sustainability — and how to apply them.

Presenters
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Nicolai Broby Eckert
Senior Partner & Co-Head, Simon-Kucher
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. He and Caroline Kastbjerg are coauthors, with Andreas von der Gathen, of The Demand Revolution (October 2024, MIT Press).
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Caroline Kastbjerg
Senior Manager, Simon-Kucher
Caroline Kastbjerg is senior manager at Simon-Kucher in Copenhagen. She has broad experience working on commercial initiatives for some of the largest companies across the Nordics. She and Nicolai Broby Eckert are coauthors, with Andreas von der Gathen, of The Demand Revolution (October 2024, MIT Press).
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Abbie Lundberg
Editor in Chief, MIT Sloan Management Review
Abbie Lundberg is editor in chief at MIT Sloan Management Review. She will moderate the session.