Consumer-driven de-growth trends: A call for marketing paradigm shift?

De-growth is an alternative proposition for a marketing paradigm shift with potential to inspire the drastic set of transformations required to avert catastrophic climate change and limit the global temperature increase in this century to 2°C as pledged in the Paris Agreement. Despite being considered as a controversial approach by many, the real goal of de-growth is not reducing growth, but rather promoting the type of growth which helps the environment.