The degrowth movement has gained considerable traction over the past few years as a means to help us move to an economic system that not only supports profit but also well-being and the environment. Degrowth is an umbrella term for alternative economic models that are not based on growth.
These models recognise the planetary boundaries and critique the global capitalist system that focuses on pursuing growth at all costs, causing environmental harm and human exploitation. Continue reading to learn more about this movement, its potential within a business sustainability strategy, and businesses leading the way in adopting degrowth principles.
Why is the degrowth movement important?
Degrowth is important because it offers a critical rethinking of the traditional focus on economic growth, which often leads to environmental degradation and social inequality. By advocating for a reduction in production and consumption, particularly in wealthier nations, the degrowth movement aims to address the urgent environmental crisis by reducing resource use, lowering carbon emissions, and preserving ecosystems.
It also seeks to improve social equity by promoting the redistribution of wealth and resources, thereby ensuring that well-being and quality of life are prioritised over mere economic expansion. In essence, degrowth challenges the unsustainable pursuit of growth, advocating instead for a more balanced and equitable approach to living within the planet’s limits.
Challenges and criticisms of the degrowth movement
Although the degrowth movement has gained traction as a potential driver to accelerate the adoption of the circular economy, it is also subject to several criticisms.
Economic instability
Critics have argued that degrowth could result in economic instability. For instance, job losses and decreased incomes, especially in sectors that are dependent on continuous growth. This could exacerbate poverty and inequality, especially if alternative economic structures are not well-established.
Feasibility and practicality
Implementing degrowth on a global scale is seen as highly challenging. Critics question how to fairly and effectively transition to a degrowth economy, particularly in a world where economic growth is deeply embedded in political, social, and cultural systems.
Moreover, there is concern that degrowth could disproportionately impact poorer countries that still require economic growth to improve living standards. Critics argue that degrowth should be applied selectively, focusing on wealthier nations while allowing developing countries to grow sustainably.
Innovation and progress
Some argue that degrowth could stifle technological innovation and progress, as economic growth has historically been linked to advancements in technology, medicine, and infrastructure. Without growth, there may be less investment in research and development.
In addition, critics worry that degrowth could lead to a reduction in the quality of life, particularly if it results in lower incomes, reduced public services, and decreased access to goods and services that people value.
Political and social acceptance
Degrowth is often seen as politically unviable, as it challenges the dominant growth-oriented economic model that most governments and institutions are built upon. Convincing policymakers and the public to embrace degrowth may be extremely difficult.
On top of that, many societies are deeply rooted in consumer culture, where economic success and personal fulfilment are often measured by material wealth. Degrowth challenges these cultural norms, and there may be significant resistance to adopting a lifestyle that prioritises less consumption and material accumulation.
Alternative approaches
Some critics advocate for “green growth”, or “sustainable growth” as an alternative to degrowth. They argue that it is possible to decouple economic growth from environmental harm through technological innovation, renewable energy, and more efficient resource use rather than reducing growth altogether.
Case studies of businesses embracing degrowth
Below are some case studies of businesses that are embracing degrowth.
Buy Me Once
Buy Me Once is a UK-based online retailer that promotes sustainable consumption by offering products designed to last a lifetime. The company focuses on quality over quantity, encouraging consumers to make fewer but more durable purchases.
Its degrowth practices include curating a selection of products that are built to last to reduce the need for frequent replacements and consumption. The brand also educates its customers on the environmental impact of disposable culture and the benefits of investing in long-lasting, high-quality products.
Mud Jeans
Mud Jeans is a small Dutch company operating on a circular economy model, focusing on sustainable fashion. The company offers a “Lease A Jeans” programme, where customers can lease jeans instead of purchasing them outright. Degrowth practices include promoting leasing over purchasing to reduce demand for new production, extending the life of each garment and limiting production to essential items.
Repair Cafés
Repair Cafés are community-based initiatives that offer free meeting spaces where people can take broken items to be repaired by volunteers. These initiatives are generally non-profit and run by local communities. Some of the degrowth practices they embrace are promoting repair over replacement and supporting the idea of a circular economy within communities.
Bluebird Coffee Roasters
Bluebird Coffee Roasters is a small, independent coffee company situated in Scotland. They focus on sustainable sourcing and ethical business practices. The business is dedicated to minimising its environmental impact and supporting local communities.
Degrowth practices they are integrating into their strategy include local and ethical sourcing and minimal packaging. They source coffee beans from small-scale, ethically-run farms to support fair trade and sustainable agriculture. The company also encourages customers to bring their own containers in for refills in an effort to reduce waste.
Vitsoe
Vitsoe is a British-German furniture company known for its modular shelving system, designed by Dieter Rams in 1960. The company has built its business model based on the concept of ‘less but better’, focusing on sustainability, longevity, and minimalist design.
Some of the initiatives it has implemented that align with degrowth principles include designing modular furniture so customers can adapt and expand their setups over time and prioritising quality and durability. They also offer repair services and promote a conscious consumerism message, focusing on the idea that consumers should only buy what they truly need and cherish it.
Summary
Degrowth presents a bold reimagining of how economies can function sustainably. It emphasises the need to live within the planet’s ecological boundaries whilst promoting social equity. While it faces some criticism, the principles of degrowth offer a crucial framework for addressing the many problems that arise from overconsumption.
Brands looking to lead with purpose should look to businesses like the above for inspiration on how to balance caring for the planet and well-being while generating profits. The conversation around degrowth continues to evolve, and it will be interesting to see what opportunities it will open up for creating economies that are truly sustainable and just.
