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

Jon Bertilsson & Carys Egan–Wyer

Marketing Theory2025https://doi.org/10.1177/14705931251313777article
AJG 3ABDC A
Weight
0.52

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.

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https://doi.org/https://doi.org/10.1177/14705931251313777

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@article{jon2025,
  title        = {{Envisioning post-growth marketing: A dystopian-optimist’s guide}},
  author       = {Jon Bertilsson & Carys Egan–Wyer},
  journal      = {Marketing Theory},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1177/14705931251313777},
}

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

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Evidence weight

0.52

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.47 × 0.4 = 0.19
M · momentum0.68 × 0.15 = 0.10
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.