Summary

Commercial marketing oriented toward sustainability is not compatible with degrowth, even when it promotes consuming less. That is the conclusion of a study by ICTA-UAB and the London School of Economics and Political Science. The research, published in PLOS Sustainability and Transformation , argues that regulations should target not only advertising for high-emission goods and activities—such as meat or air travel—but also subtler campaigns that encourage what is seen as "better" or "more responsible" forms of consumption.

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