The Dream of Degrowth
In a previous issue of this magazine, we explored the relationship between shopping addiction and narcissism. In a culture defined by “higher, faster, further, stronger, bigger and better,” going on a buying frenzy fits in just perfectly fine: distinguishing oneself, elevating oneself, wanting to be better than others. In other words, consumer frenzy aligns well with a narcissistic subject that wants—or sometimes feels compelled—to compete in order to survive in the world.
In response to consumerism, movements have emerged in various countries, broadly divided into two camps: system critics and lifestyle critics. While some call for changes on the subjective level, others advocate for political and institutional transformation.
The term “degrowth” is primarily associated with the idea that society must move away from growth as a central goal, since this objective mainly serves the profit-driven interests of capital owners—often with devastating consequences for the environment and, ultimately, humanity (Latouche, 2015: 24).
This raises fundamental questions for society. A system built on growth—one that generates jobs and good wages—would inevitably be destabilized by a reduction in growth (Latouche, 2015). Therefore, an alternative political framework is needed to support a way of life with less work and more creativity (Latouche, 2015).
The reality is that infinite growth in a world with finite resources is simply impossible. For this reason, the concept of sustainability has been widely discussed in recent years as a way of meeting ecological requirements in economic practices.
But what is actually needed? A shift in thinking about advertising and consumption. We should stop letting ourselves be sold things that we didn’t even know we needed in the first place. On a personal level, everyone can make a difference. On the political and economic level, there are many possible approaches. Don’t corporations already have a good understanding of how much spaghetti, bread, rice, cars, or mobile phones people actually need? An economy oriented towards human needs would prevent markets from becoming oversaturated, as is currently the case with the automotive market. The German automotive industry, in particular, shows that demand eventually declines—both locally and globally.
With advancing digitalization, it is becoming increasingly easy to assess what people actually need and to align production accordingly. This could reduce the pointless production of goods and help ensure that even poorer populations around the world are supplied with essential necessities.
As long as politicians around the world continue to uphold the current economic system, nothing will change. Human beings and the environment will continue being exploited and subordinated to the greed for growth.
Bibliography:
Latouch, Serge (2015[2007]) Es reicht! Abrechnung mit dem Wachstumswahn. München, Oekom Verlag.
Image: Unsplash: Randy Tarampi, 2026
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