Commentary on “Look up! Five research proposals for rethinking marketing in a post-growth society”: Contribution of lacanian discourse to a more responsible marketing

In this article, we comment on the reflection of Rémy et al. on marketing in a “post-growth” society, where the exchange partners encompass all the stakeholders with which the organization interacts, including its natural environment. We share the idea of Rémy et al. that marketing must radically evolve. We extend their point of view by adopting a Lacanian perspective. According to Lacan, discourse is what creates the “social bond.” We then propose, based on the Lacanian theory of discourse, to question what the discourse of a responsible marketing would be in a post-growth and therefore post-jouissance society.