HSG Impact Award 2026: Promoting sustainable consumption

The focus is no longer solely on a small, already convinced target group, but on the broad middle of society – that "60% potential" which has been largely overlooked. The approach offers companies, public institutions and organisations concrete strategies for making sustainable products and behaviours suitable for the mass market.

Since its publication in 2024, the book by Prof. Dr. Johanna Gollnhofer has received a wide response in business, the media and politics, has been published internationally and was recognised as one of the most important business books of 2025. The practical impact is already clearly visible: companies such as Vattenfall are using the concept to realign their sustainability communications, while Beiersdorf has incorporated it into its management training. Public bodies such as the City of Oldenburg are also adopting the approach to encourage citizens more effectively to adopt climate-friendly behaviour. In this way, “The 60% Potential” makes a key contribution to translating scientific findings into concrete measures and driving sustainable change across society.

The project is one of the winners of the "HSG Impact Award 2026".

About the HSG Impact Awards
Every year, the University of St.Gallen (HSG) honours outstanding research with the HSG Impact Award. HSG researchers who make a particularly valuable contribution to society with their projects are honoured.