Wtf is degrowth?

Part 2/3 + how can it inform and inspire the way you build?

May 21, 2025

In this Broken Growth mini-series we’ve been exploring alternative growth paradigms that challenge the default obsession with more more more forever and ever. First, we looked at regenerative growth. Today: degrowth. What does it mean? Why should we care? And can its principles apply to creative work and brand-building or is it only relevant at a policy level?

Each of the three ideas in this series — regenerative growth, degrowth, and (next up) post-growth — offers a different lens for rethinking value, impact, and success beyond endless financial accumulation. Let’s dig in.

What is degrowth?

The word originates from the French “décroissance” back in the 1970s and the movement as we know it today also originated in France, in Lyon in the early 2000s.

“Degrowth is a planned reduction of energy and resource use designed to bring the economy back into balance with the living world in a way that reduces inequality and improves human well-being.” - Jason Hickel, Anthropologist

Degrowth economists argue for reducing energy and resources specifically in profitable but ecologically destructive industries. Think mansions, SUVs, industrially produced beef, cruise ships, fast fashion and weapons. Reducing this “throughput” of things going through the system will, in their view, facilitate a quicker transition to renewable energy because less energy will be required.

Why does it matter?

Growth is the central pillar of capitalism. It sounds optimistic, natural and inevitable but the relationship between perpetual economic growth and ecological breakdown is now well-documented. Capitalism is a man-made system which values GDP growth above all else. Degrowth rejects the fundamental logic that increased monetary growth equals increased prosperity for humans and the planet.

What’s with the name?

“Degrowth” doesn’t exactly scream hope and possibility for brighter days ahead. But that’s only because the idea of growth as inherently positive is so deep rooted*!

This comparison from Jason Hickel highlights this brilliantly:

“Take the words colonization and decolonization, for example. We know that those who engaged in colonization felt it was a good thing. From their perspective – which was the dominant perspective in Europe for most of the past 500 years – decolonization would therefore seem negative. But the point is precisely to challenge the dominant perspective, because the dominant perspective is wrong.”

The word degrowth is powerful because it calls out the root of the problem and rejects the logic of growth itself.

What does it look like in practice?

While degrowth ultimately requires structural and policy-level change, there are ideas we can borrow from degrowth to shape how we build brands, businesses, and lives today.

Talk about degrowth. For absolute starters. Be that boring friend at the pub! Make it interesting! No one benefits from these ideas if they don’t spread. I believe in u <3
Reject productivity culture. Lest we forget the whole point is not to work all life long.
Scale selectively. And grow deep, not wide. If you were thinking of scaling your red meat or arms vertical idk maybe regroup.
Explore decommodification. Could parts of your work be open source, sliding scale, gift-based or exchange-based?

These actions sound small and basic but they contribute to moving our messy reality forward, beyond financial growth as the ultimate aspiration. I hope there’s some food for thought in there for you.

Up next week: Wtf is post-growth?

Chat soon :)

Matilda

*the commodification of personal-growth-I-must-optimise-myself-in-every-way-culture is inextricably linked to this convo but that is another post - if anyone wants to collab on writing that hmu

Written by strategist Matilda Lucy. Based in London, working with brands who want to grow on their own terms. Say hi!