Redefining Content Marketing for Degrowth : How Degrowth Brands Navigate Consumer Culture

Abstract

Marketing scholars have expressed concern that the marketing industry is not doing enough to prevent the climate crisis, or rather, is only accelerating the degradation of ecosystems. Many academics, including Rémy et al., (2024), have argued that the current approach of sustainable marketing is ineffective. Lloveras et al. (2022), among others, propose degrowth as an alternative framework to help steer the marketing discipline in a more radical direction. However, there is a lack of understanding regarding how marketing capabilities could be repurposed to support degrowth aims. This study examines the marketing strategies and social media usage of three degrowth-oriented companies: MUD Jeans, The Light Phone, and Wildish. By analysing the marketing content and approaches of these companies, this study aims to provide marketing professionals and businesses with practical insights to help them transition away from growth-dependent models. The thesis will adopt a qualitative, multiple case study approach, conducting a comparative analysis of the three companies. A degrowth society cannot exist without a change in consumer culture (Alexander, 2012). Therefore, even though operating in a capitalist environment, companies that advocate for degrowth values are already effecting changes in consumer culture and contributing to degrowth. Although companies can influence consumer values and attitudes, the transition to a degrowth society will be a long process. Social movements such as minimalism, voluntary simplicity or mindful consumption can be valuable factors in effecting change in people's behaviour and thinking.