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Envisioning post-growth marketing : A dystopian-optimist’s guide

Bertilsson, Jon LU and Egan-Wyer, Carys LU orcid (2025) In Marketing Theory p.1-1
Abstract
This article introduces a mode of thought called dystopian optimism in response to the question of how critical marketing can be made more optimistic. Dystopian optimism counters both the utopian-optimistic belief that the climate crisis can be solved from within the current growth-capitalist system, and the dystopian pessimism of terminal marketing. We propose degrowth as a means to revitalise critical marketing and argue that theorising alternative marketing forms has performative potential. Additionally, we suggest that the transition to a post-growth society can be
achieved incrementally rather than through radical upheaval and outline practical ways for critical marketing theory to contribute to this transition.
Please use this url to cite or link to this publication:
author
and
organization
publishing date
type
Contribution to journal
publication status
epub
subject
in
Marketing Theory
pages
17 pages
publisher
SAGE Publications
external identifiers
  • scopus:85215508198
ISSN
1741-301X
DOI
10.1177/14705931251313777
project
Retail and anti-consumption
language
English
LU publication?
yes
id
54ec1008-dd3d-4454-bd9e-28ee0025b026
date added to LUP
2025-01-17 15:14:08
date last changed
2025-04-05 04:04:39
@article{54ec1008-dd3d-4454-bd9e-28ee0025b026,
  abstract     = {{This article introduces a mode of thought called dystopian optimism in response to the question of how critical marketing can be made more optimistic. Dystopian optimism counters both the utopian-optimistic belief that the climate crisis can be solved from within the current growth-capitalist system, and the dystopian pessimism of terminal marketing. We propose degrowth as a means to revitalise critical marketing and argue that theorising alternative marketing forms has performative potential. Additionally, we suggest that the transition to a post-growth society can be<br/>achieved incrementally rather than through radical upheaval and outline practical ways for critical marketing theory to contribute to this transition.}},
  author       = {{Bertilsson, Jon and Egan-Wyer, Carys}},
  issn         = {{1741-301X}},
  language     = {{eng}},
  month        = {{01}},
  pages        = {{1--1}},
  publisher    = {{SAGE Publications}},
  series       = {{Marketing Theory}},
  title        = {{Envisioning post-growth marketing : A dystopian-optimist’s guide}},
  url          = {{http://dx.doi.org/10.1177/14705931251313777}},
  doi          = {{10.1177/14705931251313777}},
  year         = {{2025}},
}