The Demand Revolution : The MIT Press : 9780262049320 : 0262049325 : 30 Sep 2024 : 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 m