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For future generations to meet their needs, and to close the global inequality gap, we need to degrow. That is we need to reduce resource and energy consumption to bring the economy back into balance with the living world in a way that reduces inequality and improves human well-being (Hickel, 2020a,b). This transition has consequences for business, because instead of boosting sales companies need to encourage consumers to make do with less, avoiding build in obsolescence, extending product lives to slow disposal and replacement, focusing on satisfying ‘needs’ rather than ‘wants’ and reducing overall resource consumption through conscious changes in sales and marketing techniques, new revenue models and innovative technology solutions (Bocken & Short, 2016). Overall, we can say that companies have to rethink their business models, therefore I specifically aim to answer the following research question: what could a degrowth business model framework look like? Degrowth business models (DGMs) are supposed to serve the dual aim of (1) obeying planetary boundaries whilst simultaneously (2) contributing to reducing inequality and increasing well-being. That is companies need to develop value propositions that, on the one hand contribute to absolutely reducing resource and energy consumption, and on the other are aimed at production of protected needs (Di Giulio & Defila, 2021). Since degrowth is considered an authentic and legitimate interpretation of sustainable development, SDGs 12-16 can serve as proxies for obeying planetary boundaries, whilst the remaining SDGs (minus SDG8.1 -economic growth) can be regarded as proxies for well-being and reducing inequality.
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Despite continuous improvement, lifelong learning, and plan-do-check-act cycles, every new day the planet is a little worse off than the day before! In the first 10 months of this year alone, an area the size of the Netherlands has been deforested and twice that area has been added to desert! Technology development, continuous improvement and quality approaches are (at most) aimed at doing the best possible. That's not the same as doing the right things. Implementing wrong (disastrous) practices as efficiently as possible is actually accelerating the ever-growing problems we face. In this article it is argued through 8 suggestions how to evolve from prosperity to well-being, to economic degrowth in favour of ecological growth and increasing connectedness.
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