Imagining Post-growth

Éditeurs invités

• Fred Basso, London School of Economics and Political Science
• Nil Özçağlar-Toulouse, Université de Lille
• Julien Troiville, ESG Université du Québec À Montréal

Synthèse

This special issue addresses the urgent need to rethink marketing's role in a post-growth future. With humanity facing catastrophic climate change caused primarily by human activity, marketing must shift from promoting unlimited consumption to supporting genuinely sustainable lifestyles. Post-growth, increasingly studied across environmental sciences, economics, and social sciences, challenges societies' dependence on economic growth and questions the link between prosperity and consumerism.

The special issue seeks contributions exploring three interconnected questions: how marketing can challenge growth-oriented systems and critique its own pro-growth practices; how marketing can support degrowth transitions and transform economic practices; and how marketing can function within a post-growth economy while meeting human needs within planetary boundaries. Contributions should bridge theory and practice, examining tensions between individual and systemic responsibility, alternative practices, and marketing's evolving role.

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Thèmes proposés

• How marketing can challenge the status quo and question growth-oriented practices, including the critique of desire creation, ethical marketing practices, and the individualization of consumer responsibility
• How marketing can engage in degrowth practices and implement transformative strategies, including conceptual clarification of degrowth-related concepts and reinventing marketing practices and education
• How a post-growth economy can be maintained, including the transition from unlimited desires to meeting human needs within consumption corridors and the role of marketing in supporting sufficient lifestyles
• Critical examination of marketing's role in climate change and planetary boundaries, questioning the relationship between prosperity, productivism, and economic growth
• Marketing education and pedagogy in the context of post-growth transitions, including decolonial and indigenous perspectives
• Empirical and conceptual research addressing post-growth marketing from various theoretical, methodological, and disciplinary angles
• Research in non-WEIRD contexts and with decolonial and indigenous perspectives