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

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.