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Critically Performing Post-Growth Marketing : A guide for dystopian optimists

Egan-Wyer, Carys LU orcid and Bertilsson, Jon LU (2025) Consumer Culture Theory Conference 2025 p.1-1
Abstract
Moving beyond both utopian optimism's market-based solutions and terminal marketing's pessimism, this work introduces a dystopian optimism to revitalise critical marketing. We advocate for degrowth as an optimistic path forward and outline how marketing scholars can use critical performativity to be part of the transition to a post-growth economy.
Please use this url to cite or link to this publication:
author
and
organization
publishing date
type
Contribution to conference
publication status
published
subject
keywords
degrowth, post-growth, critical marketing, optimism, sustainability
pages
18 pages
conference name
Consumer Culture Theory Conference 2025
conference location
London, United Kingdom
conference dates
2025-06-24 - 2025-06-27
language
English
LU publication?
yes
id
db3a87d7-1253-4751-8d53-d35bdeb3ee8b
date added to LUP
2025-06-25 15:54:33
date last changed
2025-06-26 09:18:54
@misc{db3a87d7-1253-4751-8d53-d35bdeb3ee8b,
  abstract     = {{Moving beyond both utopian optimism's market-based solutions and terminal marketing's pessimism, this work introduces a dystopian optimism to revitalise critical marketing. We advocate for degrowth as an optimistic path forward and outline how marketing scholars can use critical performativity to be part of the transition to a post-growth economy.}},
  author       = {{Egan-Wyer, Carys and Bertilsson, Jon}},
  keywords     = {{degrowth; post-growth; critical marketing; optimism; sustainability}},
  language     = {{eng}},
  month        = {{06}},
  pages        = {{1--1}},
  title        = {{Critically Performing Post-Growth Marketing : A guide for dystopian optimists}},
  year         = {{2025}},
}