Measuring sustainability performance in post-growth supply chain management: insights from Unilever PLC

Purpose This study aims to propose a paradigmatic shift in supply chain research by developing a normative measurement framework for post growth supply chain management (SCM). It investigates decoupling failure – the systemic tension whereby growth-centric business models erode absolute ecological gains through rebound effects – and theorises its implications for the future of the field. Design/methodology/approach Leveraging an abductive design, the study combines a systematic synthesis of contemporary literature (131 sources) with a prototypical case analysis of Unilever PLC. A Gioia inspired procedure is applied to 16 core corporate disclosures, triangulated with NGO assessments and longitudinal academic critiques regarding Global South supply chains to ensure empirical rigour. Findings The study introduces a three-stage maturity model for post growth SCM, charting a trajectory from incremental eco efficiency to systemic socio ecological resilience. The analysis shows that even sustainability vanguards exhibit marked decoupling failure, whereby efficiency gains are neutralised by absolute volume growth. It further argues that digital infrastructures, including artificial intelligence (AI), need to be repurposed from extractive efficiency towards sufficiency-oriented redesign and more participatory forms of decision making. Originality/value This study theorises decoupling failure as a pivotal mid-range concept bridging post growth normative principles with empirical SCM measurement. By centring absolute biophysical limits as the primary boundary condition, it challenges the dominant ’win–win’ sustainability narrative. The contribution lies in providing both a theoretical foundation and a strategic roadmap (Stage I–III) for managers and policymakers to transition from relative KPIs to absolute resource reduction. This realignment not only supports compliance with planetary boundaries but also acts as a catalyst for empowering marginalised Global South stakeholders and restoring community-level ecological integrity.