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