Marketing (for) a post-growth future
这篇评论从去增长原则出发，探讨了国家、市场、社区和个人四个层面如何实现有计划的生产和消费缩减，并指出营销的作用在于协调企业、资本和消费者与人类及自然界的长期利益。
Starting with the principles of degrowth, this commentary examines the scale and modes of action through which degrowth, defined as the planned reduction of production and consumption, may unfold. It considers four levels—the state, market, communities, and individuals—through which degrowth has been analyzed. While the individual level places responsibility on the consumer, thus emptying environmental issues of political significance, the first three levels outline numerous systemic proposals for a degrowth agenda. However, the role marketing can play depends on its ability to align not just the narrow interests of companies, capital owners, and consumers’ short-sighted desires, but also those of humans and the natural world without which the former cannot survive.