Degrowth and the Future of Marketing (Marketing Theory Special Issue)

What is it about?

We challenged marketing scholars to think differently about marketing and consumption in our call for papers, and they rose to the challenge brilliantly. This Marketing Theory special issue includes an editorial, three comentaries, and five papers (all linked in the resources below).

Featured Image

Photo by Marija Zaric on Unsplash

Photo by Marija Zaric on Unsplash

Why is it important?

While traditional marketing encourages consumption and equates growth with success, degrowth calls for reducing consumption to sustainable levels to protect the environment and ensure long-term well-being. We highlight that, despite its urgency amid growing climate crises and consumer interest in sustainability, degrowth remains unfamiliar to many marketing professionals. This Special Issue addresses this gap by examining how marketing itself might transform or evolve to support degrowth rather than growth, challenging deeply-held assumptions about consumption and success.

Perspectives