Growth and Its Discontents: Paving the Way for a More Productive Engagement with Alternative Economic Practices

Javier Lloveras, Lee Quinn

Research output: Contribution to journalArticlepeer-review

18 Citations (Scopus)
66 Downloads (Pure)


Fragmented marketing debates concerning the role of alternative economies are attributable to the lack of a meaningful macromarketing dimension to which alternative economic practices can be anchored. This research frames an evaluation of existing macromarketing developments aimed at reformulating the mindless pursuit of economic growth. Raising concerns with the treadmill dynamics of marketing systems, three different approaches - green growth, a-growth and degrowth - are critically evaluated to: (a) introduce degrowth as a widely overlooked concept in the macromarketing literature; (b) expose how each perspective entails a specific organization of provisioning activities; and (c) foreground the role of alternative economic practices beyond the growth paradigm. We conclude that socially sustainable degrowth is the missing voice within macromarketing debates that lie central to elucidating the future direction of alternative economic practices.
Original languageEnglish
Pages (from-to)131-142
Number of pages12
JournalJournal of Macromarketing
Issue number2
Early online date26 Sept 2016
Publication statusPublished - 1 Jun 2017
Externally publishedYes

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  • alternative economies
  • green growth
  • a-growth
  • degrowth
  • sustainability
  • macromarketing


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