Degrowth + marketing = demarketing? Rethinking demarketing as an effective tool for sufficiency

Leila Elgaaied-Gambier (), Laurent Bertrandias () and Yohan Bernard ()
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Leila Elgaaied-Gambier: TBS - Toulouse Business School
Laurent Bertrandias: TBS - Toulouse Business School
Yohan Bernard: CREGO - Centre de Recherche en Gestion des Organisations - Université de Haute-Alsace (UHA) - Université de Haute-Alsace (UHA) Mulhouse - Colmar - UFC - Université de Franche-Comté - UBFC - Université Bourgogne Franche-Comté [COMUE] - UBE - Université Bourgogne Europe

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Abstract: This paper explores the intersection of demarketing and degrowth, proposing a new framework that aligns demarketing practices with sufficiency principles. While traditional demarketing approaches often prioritize profit-driven, instrumental goals, they remain incompatible with the transformative objectives of degrowth, such as addressing systemic overconsumption and fostering equitable resource distribution. Through a critical review of the demarketing literature, we identify key gaps, including the neglect of environmental limits, equity, and consumer well-being. We argue that sufficiency—a principle emphasizing "enoughness" and ecological sustainability—provides a compelling lens for redefining demarketing. By integrating sufficiency into demarketing, we outline pathways to transition from growth-oriented practices to degrowth-consistent strategies, offering theoretical and practical insights into reshaping marketing. Our contribution lies in advancing a degrowth-consistent definition of demarketing that challenges conventional marketing paradigms, paving the way for systemic change in research and practice.

Keywords: Demarketing; Degrowth (search for similar items in EconPapers)
Date: 2025-03-23
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Published in Marketing Theory, 2025, ⟨10.1177/14705931251321823⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05046356

DOI: 10.1177/14705931251321823

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