The green transformation is the order of the day. However, sustainable consumption has not yet reached the general public. Approximately 60 percent of people, the absolute majority, are unsure about it: on one hand, they find sustainable behavior important, but on the other hand, they associate it with sacrifice or increased costs. This is where the magic of marketing and communication comes into play. Marketing professionals Gollnhofer and Pechmann demonstrate how marketing can become a driver of a successful green transformation by analyzing how to convince the general public, presenting marketing best practices for the green transformation, and introducing several roles for the CMOs of the future. So that people feel excitement rather than fear about tomorrow!.