A groundbreaking guide for the next generation of business leaders, founders, and innovators, this book unveils 50 innovative strategies to revolutionize consumer behavior to achieve the triple win: for people, the planet and universal prosperity. How can we transform impulsive buying into meaningful action-taking, empowering people to navigate the consequences of economic growth? Essential reading for business leaders dedicated to making a significant difference, this book is a blueprint for a brighter, more sustainable world. Elena V. Amber is a founder, doctoral researcher, and award-winning author with 15+ years of global business and startup expertise. Her doctoral research merges behavioral psychology and economics with neuroscience to examine factors impacting sustainable consumption at the nexus with impulsive buying behavior.

Table of Contents:
SECTION ONE: CONSUMPTION DILEMMA 1.Multiple crises: This chapter discusses the global sustainability crisis through Ecological, Doughnut, and Well-being economics lenses, including perspectives from degrowth and feminist economics. It concludes that unlimited economic growth is fueled by consumption, serving insatiable human needs. 2.Consumption dilemma. Research studies suggest that overconsumption is killing us so we need to emphasize the benefits of reduced consumption on human well-being and the environmental benefits of individual green purchasing behavior, educate customers about the negative aspects of impulsive buying, and directly reduce impulse buying and improve sustainable consumption. However, another stream of research shows that impulse buying behavior is essential for the long-term success of many retailers. 3.Impulsive buying behavior. The “attitude-behavior” gap is a hot research topic where individuals who regard themselves as environmentalists and conscious consumers still make unsustainable choices. Academic research suggests up to 90% of consumers are impulsive purchasers, and up to 80% of individual consumption is based on impulsive buying behavior when “a consumer experiences a sudden, often powerful and persistent urge to buy something immediately.” SECTION TWO: TRIPLE WIN 4.The quest for new business leaders: Triple Win for people, the planet, and prosperity for all. There is a plethora of different sustainable consumption types offered for consideration, such as mindful, responsible, green consumption, voluntary simplicity, or anti-consumption. All types require different actions from people and businesses. Theoretical contribution: Three-pillar Model of Sustainable Consumption. How does all of this work for the consumer? We are witnessing the emergence of a new paradigm for people's and the planet's well-being: Consumption Revolution. It is based on consumer empowerment, education, and cultural change transformations. Instead of self-control (which is not working well anyway) and hidden persuasive technologies, we offer to openly step into the impulsive behavior problem and self-control with a solution. Businesses offer active help for customers to be more ethical, caring, and responsible for their actions individually. 5.Emotional Capital. We explain how the Consumption Revolution is possible if businesses help consumers develop Emotional Capital. Current work provides unique insights and a comprehensive understanding of behavioral factors leading to sustainable consumption, but also includes exhausting analysis of practical propositions. Research has found more than 300 example instruments in total, summarized by 50 unique marketing objectives. In order to make this toolbox more accessible for inclusive customers’ segmentation and marketing communication, we divided it into six distinct themes: culture and education, energy and environment, finance, growth and business, governance and policy, and science and technology. SECTION THREE: PRACTICAL PROPOSITIONS 6.Governance and Policy: Incorporate sustainability into business strategy, promote sustainability at the business level, be trustworthy and restrict fake positive comments, implement social norms for energy savings and environmental preservation, implement informative certifications and increase publicity for ecological protection, measure and organize quality feedback, etc. 7.Science and technology: More research and innovations of multiple types. 8.Energy and environment: promote pro-environmental behavior, implement social norms for energy savings and environmental preservation, promote “recycling, repair, reuse, and restoration,” incorporate sustainability into business strategy, etc. 9.Cultural change: connect, inform, educate. Connect sustainable consumption and personal benefits, focusing on customers who care about sustainable consumption and social stability. Educate on the benefits of sustainable food, promote pro-social behavior, support local communities, promote the zero-waste movement, build knowledge communities, etc. 10.Consumer empowerment: Developing others, consumer empowerment, leadership, impact, effective communication, change catalyst, conflict management, etc. 11.New commodity: experiences and transformations. A 2019 study by PwC found that 72% of consumers prefer to spend money on experiences over material possessions. Experience economics explains that experiences have a new economic value decoupled from material purchases. 12.Inspiring conclusion. For the first time in the history of economic development, a business may take the role of a leader in the Consumption Revolution in favor of the triple win, fostering the idea of real force dealing with multiple crises. The Consumption Revolution reflects the current trend of sufficiency and well-being for all, replacing traditional welfare goals only for a few. For this reason, new business leaders and entrepreneurs implement 50 innovative ways to educate and empower customers, helping to transform impulsive consumption metabolism toward a triple win for people, the planet, and prosperity for all.