HeyJaredCurious By Design
Curious By Design is a podcast about the hidden stories inside everyday things and how they shape our lives.In season one, we dive into fashion: from forgotten fibers to fast fashion failures and the small choices that can change everything.
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- Sep 2, 2026
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The 60% Who Care But Won't Buy | Curious By Design (S1E6) (opens the original)
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Most people who care about sustainability... still don't buy sustainable products. Not because they're bad people. Because the way we market those products is fundamentally backwards. Prof. Dr. Johanna Gollnhofer is Professor of Marketing and Director of the Institute for Marketing & Customer Insight at the University of St. Gallen. Her latest book, The 60% Potential , nominated for the GetAbstract Business Impact Award, is about the massive middle group of consumers who are open to green produc
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