Breaking ‘the growth spell’: Sustainable marketing after growth realism
本文引入“增长现实主义”概念，指出其压制后增长想象，并论证去增长话语如何打破这一霸权意识形态，为可持续营销和消费研究开辟新可能。
Drawing on Mark Fisher’s concept of capitalist realism, this paper introduces and develops the notion of ‘growth realism’ as an ideological enclosure that suppresses alternative post-growth imaginaries. I argue that growth realism does not simply promote the belief that endless economic expansion is necessary, desirable, and inevitable – it actively constrains radical thought and action in sustainable marketing and consumer research by foreclosing alternatives before they can be articulated. In response, I position degrowth discourse not just as an alternative, but as a rupture with this hegemonic ideology – one that exposes the contradictions of growth realism, unsettles its grip on economic imaginaries, and reconfigures the boundaries of what is politically and culturally possible.