A new study conducted by ICTA-UAB and the London School of Economics reveals a troubling contradiction in sustainability marketing. The research suggests that such marketing efforts can undermine the principles of degrowth.
The findings indicate that even marketing campaigns promoting reduced consumption may not align with the goals of degrowth, raising important questions about current advertising practices.
As a result, the study advocates for a reevaluation of how advertising influences consumer behavior, emphasizing the need for stricter regulations in this area.