Introduction

The current global economy is based on the paradigm of continuous growth. It has historically focused on maximising gross domestic product and consumption. For developed countries, an annual GDP growth rate of 2–3 % is considered normal, while for successfully developing countries, it should be 6–7 % or higher. If this indicator fluctuates between 1–2 %, it is assumed that the economy is stagnating. This method has led to unprecedented economic growth and technological advancements. However, nowadays, the global economic system is facing growing systemic challenges that affect not only environmental sustainability but also the long term economic viability of businesses. More specifically, the scarcity of natural resources and rising commodity prices are creating a new reality for businesses. In addition, entrepreneurs are facing the growing market volatility and changing consumer preferences. Consequently, a reassessment of established models is required nowadays.

Every year, humanity consumes much more natural resources than ecosystems can replenish. According to statements by the World Economic Forum, climate risks and threats to biodiversity are consistently among the main long risks for global businesses [1]. Traditional «green growth» strategies, which involve separating economic growth from environmental impact, have shown low efficiency achieving absolute reductions in global resource consumption. Thus, we need to find a more radical and systemic approach. It is in this context that the business community and the academic environment are actively discussing alternative concepts that can ensure sustainable development and prosperity in the face of increasing constraints. One such concept that is gaining relevance is degrowth. It is not a synonym for economic decline or recession, but rather a conscious and strategically managed transformation of economic systems. Degrowth prioritises quality of life, social justice, and environmental balance instead of unlimited quantitative growth. For companies seeking stability and competitiveness, ignoring this concept could mean losing out on promising markets and missed opportunities for innovation.

The concept of degrowth often seems contradictory to traditional business. However, it opens up a whole range of potential benefits and innovative opportunities for companies that are ready to adapt. This concept encourages the transition to business models based on resource efficiency, the creation of durable products, and the development of repair, reuse, and collaborative consumption services. Such models reduce operating costs by reducing dependence on volatile commodity markets. Furthermore, they create new revenue streams and market niches.

Companies that integrate the principles of degrowth can strengthen their reputation. They have the opportunity to attract responsible consumers, for whom ethical and environmental aspects become key when making a purchase decision. Such companies are also able to hire and retain talented employees who are looking for meaningful and socially impactful work.

Moreover, degrowth supports the localisation of production and the development of local supply chains. This, in turn, increases business resilience to global shocks and reduces transportation costs. It helps to build stronger connections with local communities and strengthen social capital, which is an important intangible asset in the long run.

«More» does not always mean «better». Degrowth allows one to assess any economic situation from a new perspective. How to evaluate the success of a company, not paying attention to growth and constant increase in profits? How to create competition for other businesses without focusing on unrestrained consumption? How to create a product without polluting the environment? Degrowth provides answers to many questions. However, it is primarily aimed at helping humanity and protecting the environment.

The modern economy favours goods with a short life cycle. Companies use various marketing strategies to encourage people to regularly purchase new models of phones and clothing. Some products spoil and are discarded before they are even sold. Supermarkets are a clear symbol of this economy. Every day, they throw away tons of food. According to estimates, about a third of the world's food is wasted. To combat these issues, degrowth supporters offer several solutions.

The purpose of this research is to analyse the concept of degrowth. It will be determined whether degrowth is really beneficial for society and how profitable it is for businesses to implement this strategy. The study will examine the key principles of degrowth and identify strategic advantages for companies that integrate them into their operations. Special attention will be paid to the relevance of the business model for our time.

The importance of studying degrowth for a future business specialist cannot be overestimated. This work will dispel the myths surrounding this concept. The research will show degrowth not only as an environmental or negative strategy, but also demonstrate its potential.

Understanding degrowth allows us to successfully navigate the changing global landscape and actively shape it. Now is the time to create companies that bring real value to society and the planet while remaining economically successful. This study is an invitation to rethink the role of business in the 21st century

1. Literature review

To date, there is no scholarly consensus on degrowth. One of degrowth's prominent supporters is Jason Hickel- an economic anthropologist who specializes in anti-growth, environmental economics, and global inequality [2]. Hickel presents degrowth not just as one of the possible economic models, but as the only viable path to preventing environmental disaster and creating a more just world. His argument is based on the idea that the current model of unlimited economic growth is incompatible with the planet's environmental limitations. He lists several advantages of degrowth. Here are the key examples:

1. Environmental sustainability. Hickel's main argument is that degrowth is necessary to reduce the environmental burden. This concept reduces resource consumption and carbon dioxide emissions to a level that the planet can sustain. Moreover, he argues that current growth is leading to the depletion and destruction of ecosystems.

2. Reducing inequality. Jason Hickel believes that degrowth can lead to a reduction in social inequality both within and between countries. By redistributing resources and focusing on welfare rather than GDP growth, we can achieve a more equitable distribution of benefits.
3. Improving the quality of life. By abandoning the pursuit of endless growth and material consumption, humanity can focus on the real aspects of well-being, Hickel argues. Degrowth allows people to prioritize healthy relationships, free time, sustainable communities, and access to education or healthcare. Degrowth is a path to a richer, yet non-materialistic, life.
4. Moving away from «growth imperialism». Jason Hickel criticizes the idea that developing countries should follow the same path of growth as developed countries. He believes that this is environmentally impossible. Degrowth proposes an alternative development model that does not require increased consumption at all.

The anthropologist acknowledges that the word «degrowth» evokes associations with decline, stagnation, and poverty. However, he actively challenges this perception. Hickel presents degrowth as a conscious and positive choice aimed at a better future. In his articles, Jason Hickel argues that degrowth is absolutely necessary for humanity's survival on the planet. He proposes it as a comprehensive solution to global environmental and social challenges. Hickel associates it with improving quality of life and promoting fairness.

The second supporter of degrowth is the French economist Timothee Parrique [3]. In his work «Facts and logic in support of degrowth» (2021), he openly advocates the concept of degrowth. He writes in response to Matt Huber's criticism, which in itself indicates a pronounced positive and defensive attitude towards this business model. The author not only presents his arguments in favor of degrowth, but also comes out with a direct refutation of negative statements directed at this concept. His deep conviction in the necessity and viability of this approach is obvious. In his work, Timothee Parrique cites real-life analogies and tries to show why growth should exist. The main arguments put forward by the author in support of this position include:

1. Incompatibility of growth with environmental limits. Based on scientific evidence, Parrique convincingly demonstrates that continuous economic growth inevitably leads to resource degradation. Even with the introduction of «green» technologies, environmental degradation and climate change remain. He criticizes the idea of decoupling and argues that a complete separation of economic growth and environmental impact on the scale necessary for survival is unlikely or unattainable.
2. Growth’s monetary obsession leads to ‘the malady of infinite aspiration’. The modern economy causes an unpleasant state of insatiability. It arises from the presence of unlimited needs. ‘If some want to become millionaires, the millionaires themselves want to be billionaires, and so on’. Degrowth can solve this problem. It helps to cope with voracity and the desire for aimless growth.
3. The dependence of the economy on nature. «For better or for worse, the economy is unavoidably embedded in nature», Parrique said. That is why it is necessary to do everything to help the planet at least a little.

Thus, in this article Timothy Parrique appears as a strong supporter of degrowth. He presents it as a logical, ecologically necessary and socially just strategy for the present and future of humanity. He actively defends the concept from criticism, offering it as the only real way to a sustainable and prosperous society.

The work of Joël Foramitti, Marula Tsagkari, and Christos Zografos «Why degrowth is the only responsible way forward» (2019) also reveals degrowth on the positive side [4], [5], [6]. They see the need to change people's attitudes towards consumption and production. «We have to reduce the amount of extraction, pollution, and waste throughout our economy», they say. The authors present degrowth as a responsible and viable path in the context of modern environmental and social crises.They argue their position by criticizing the current economic model based on unlimited growth and offering degrowth as a solution. The authors confirm the importance of degrowth with the following facts:

1. The failure of the unlimited growth model. In their opinion, economic growth, as it is understood in modern capitalism, is the driving force behind many problems. Endless growth in a finite world is ecologically impossible, they emphasize.
2. Social justice as an integral part of the degrowth. The authors note that growth does not mean regression or poverty for everyone. On the contrary, they associate it with increasing social justice, reducing inequality, and improving the quality of life. Degrowth involves the redistribution of resources and wealth, focusing on people's well-being rather than GDP growth.
3. Degrowth as a way to a better life. The writers paint a picture of a society based on the principles of degrowth. It is healthier, fairer and more meaningful. They talk about reducing stress, improving public health, strengthening local communities, and increasing civic engagement.

In short, the authors of the article consistently defend the position that degrowth is an inevitable response to the existential challenges of our time. They categorically reject the current growth paradigm and propose degrowth as a way to create a more sustainable and humane society. Their argument is built on a critique of unlimited consumption and a belief in the possibility of building a better life through scaling back production and redistributing resources.

An analysis of studies supporting degrowth's concept shows that his supporters see him as the only possible and most responsible way to solve a complex of global problems of the 21st century (for instance, the climate crisis, resource depletion and social injustice). Their position is based on a fundamental criticism of the existing economic paradigm focused on endless economic growth.

However, not everyone is convinced of the necessity and possible success of degrowth. Some consider this concept useless and unworkable. For example, Saul Zimet expresses a negative point of view in his work ‘Why Economic Degrowth Is Terrible for Everyone, Especially the Poor’ (2022) [7]. The author speaks harshly about degrowth. He calls it ineffective and harmful, especially for the least protected segments of the population. Zimet proves his point by criticizing the economic and social consequences that, according to him, inevitably accompany the implementation of degrowth's ideas.The Zimet's key position is that degrowth is a utopian and regressive ideology. He maintains that this concept will result in decline in manufacturing, an increase in poverty, a decrease in living standards and a restriction of freedoms. The author sees a particular danger for poor countries and segments of the population. It seems to him that striving for economic growth, on the contrary, is a necessary condition for improving well-being and solving social problems. His argument against degrowth:

1. Declining living standards and rising poverty. Saul Zimet is confident that the reduction in production and consumption, which implies a growth, will one day lead to a decrease in the availability of goods and services. In the future, unemployment will increase and the quality of life will decrease. The negative impact on the poor, who primarily depend on the availability of benefits, is particularly emphasized.
2. Loss of technological progress and innovation. According to the author, the focus on reducing growth suppresses the incentives for technological development. It is innovations supported by economic growth that make it possible to solve problems related to resource efficiency. ‘Degrowth would stifle this vital engine’.
3. Harm to developing countries. Zimet especially criticizes degrowth from the point of view of developing countries. Economic growth is a key factor in overcoming poverty for them. Limiting growth for such countries would mean preserving or even worsening their situation.

Thus, the author of the article strongly rejects degrowth, considering it as a dangerous ideology. He assures that it will lead to a widespread deterioration in the quality of life. His position is based on the belief that economic growth is a prerequisite for progress.

A similar point of view is shared by Noah Smith [8]. In his research «Degrowth: We can't let it happen here!» (2023), he speaks strongly negatively about this concept. He considers degrowth to be an unviable ideology that will result in catastrophic consequences for humanity, especially for developed countries. Smith is confident that degrowth is a threat to the well-being and prosperity gained through growth. He thinks this concept is a regressive step and a path to social upheaval. The author urges people to actively resist the spread of this idea. His evidence of the negative sides of degrowth include:

1. Reduced quality of life and well-being. The author argues that it was economic growth that allowed humanity to get out of poverty. It has increased life expectancy, improved health, and provided access to a wide range of benefits. Degrowth, in his opinion, means the opposite process — a reduction in the availability of goods, services and opportunities.
2. Threat to social and political freedoms. Noah Smith fears that the implementation of degrowth's policy will require significant government intervention. Control will be needed, which may lead to restrictions on individual freedoms and democratic processes.
3. «Degrowth» as a slogan, not a deliberate policy. The author implies that «degrowth» is often used as an emotional slogan, rather than as the basis for a thoughtful and feasible policy. He believes that the followers of this idea are not fully aware of the real consequences of their proposals.

This way, Smith is categorically against degrowth. He sees it as an anti-progressive, dangerous and unrealistic ideology. He is confident that this concept will undermine the foundations of modern society, increase poverty and restrict freedoms. The author argues that economic growth is a prerequisite for solving both social and environmental problems. He asks to resist the spread of degrowth's ideas.

Stijn Bruers also expressed a negative attitude towards degrowth in his study ‘The case against degrowth’ (2021) [9]. He sees it as an impractical and counterproductive idea that is more likely to harm than help solve global problems. His point of view comes from pragmatism, efficiency and avoiding negative consequences. The reasons for the uselessness of degrowth according to the author:

1. Lower standard of living and well-being. The author claims that degrowth will lead to a significant deterioration in the quality of life for most people. He fears a return to more primitive living conditions. ‘The vision of degrowth often overlooks the very real human cost of reduced economic activity.’"
2. Inefficiency and impracticality of planning. Bruers criticizes the idea of centralized economic planning, which is often associated with degrowth. He points to historical examples of failures of a planned economy. It does not respond well to changes and can result in corruption and inefficient allocation of resources, the author says. Market mechanisms are better able to handle adaptation and distribution.
3. Technological regression. Supporters of degrowth are accustomed to criticizing the dependence on technology in solving climate problems. The author suggests that innovation, not rejection, is the key to solving problems. Degrowth, according to him, can slow down or stop these necessary technological breakthroughs.

In short, Stijn Bruers presents a strong criticism of degrowth. He argues that it is a useless, dangerous approach that will only worsen the economic situation. He prioritizes green growth, technological innovation, and market mechanisms. The article emphasizes that the good intentions of degrowth's supporters do not justify the potential negative consequences. Degrowth can be detrimental to human well-being, says the author.

The literature review demonstrates the multifaceted nature of the discussion around the concept of degrowth. This concept is causing a lively debate in the economics literature.They arise both because of the seriousness of environmental problems and fundamental differences in views on economic theory. However, most studies explore the advantages and disadvantages of degrowth from a purely theoretical point of view. However, some assumptions and constraints they define are not entirely sustainable in the real world. After all, some companies might not even know they implement certain principles of degrowth. Consequently, this study will explore three real scenarios of companies following degrowth principles. Through extensive analysis, this paper will investigate if it is beneficial or not for companies to follow degrowth.

2. Analysis

Northern Playground

Northern Playground [10] is a clothing brand that strives to create durable, functional, and conscious clothing. Many of degrowth's principles can be traced in its policy.

1. Durability and functionality. Their main philosophy is to create clothes that «serve you longer than your phone does». This directly indicates durability. They emphasize durable materials and a functional design that does not depend on rapidly changing trends. Creating products that don't need to be changed frequently, thereby reducing consumption and waste, is a key aspect of degrowth.
2. Waste reduction and responsible production. They minimize production waste. Their emphasis on «Behind the Seams» points to the transparency of production, which is associated with ethical and more responsible practices. They strive for high-quality tailoring, which, in turn, reduces the likelihood of defects and, consequently, waste.
3. Minimizing consumption and focusing on quality. They position themselves as a brand that creates clothes that last for years. This encourages consumers to buy less, but better. Northern Playground doesn't offer huge collections that change every season. Its approach is aimed at ensuring that the client invests in one quality item, rather than buying a lot of cheap ones.
4. Localization. As a Norwegian brand, they strive for full localization of production in Europe. ‘Traditional production methods aren't set up for small-scale operations, but local production is perfect for small batches and enables the revival of unused textiles.We sell our products directly to you without intermediaries.’ Such support for local production reduces the carbon footprint and contributes to the local economy.
5. Focus on well-being, not endless growth. What did they do: By creating a product that lasts a long time, they promote the idea of more conscious consumption. This is an absolute part of degrowth's concept. They don't just sell clothes, but sell a solution to the problem of constantly having to update the wardrobe.

Why can this approach be successful? The reasons may be as follows:

– The growing demand for sustainable fashion. More and more consumers are aware of the environmental and social issues associated with fast fashion. They are looking for alternatives. Northern Playground responds to this new trend.

– Customer loyalty. The company creates a high-quality, durable product. It satisfies the needs of the client for a long time, generates high loyalty. Customers who are satisfied with the product will come back and recommend it.

– Brand positioning. Clear and sincere adherence to its concept allows the brand to stand out in the market. It creates a strong emotional connection with the target audience.

– Economic efficiency in the long term. The initial cost of Northern Playground clothes may be higher. However, the durability of the product means that the consumer spends less money on clothes per year of use. This may be attractive to consumers looking for a smart investment.

– A strong narrative. They publicly show «Behind the seams»- how their clothes are created, and their durability. This is a powerful marketing strategy that attracts attention and builds trust.

Despite the various advantages and opportunities, the Northern Playground also has some difficulties. For instance:

– High initial price. The clothes are made of high-quality materials and in compliance with ethical standards. This leads to lower margins and a necessity to upsell. It can be a barrier for some consumers.

– Slower turnover. If customers buy less, sales turnover may be slower than for brands focused on a fast consumption cycle. In this case, a different approach to inventory management and marketing is required.

– Consumer education. It is necessary to constantly inform consumers about the value and quality, as they need to understand why the product is more expensive.

Thus, Northern Playground is actively implementing many of degrowth's key principles. They focus on durability, quality, transparency of production and minimizing the need for frequent consumption. This is a prime example of how a business's focus can be on sustainability and value rather than endless growth. This positioning helps them attract their target audience and build a loyal customer base amid the growing interest in conscious fashion.

ReVivo

The second example is a brand called ReVivo [11], which actively promotes the philosophy of «Barefoot», that is, the most natural movement of the foot. It strives for environmental friendliness and sustainability in the production of its shoes. These principles have a direct and strong connection with the concept of degrowth. «ReVivo will grow as we develop new ways to keep our footwear in use longer; producing less, wasting less, mending more and, ultimately, chucking out nothing at all. Because we want Vivobarefoot to be regenerative: for feet, people and planet.», the representatives of the brand claim.

Therefore, degrowth is really suitable for ReVivo purposes. There are several different strategies that the company has already implemented and is actively using.

Key principles of degrowth and their reflection in VivoBarefoot:

1. Durability and minimalism.VivoBarefoot shoes are designed to be as simple, lightweight and flexible as possible, simulating barefoot walking. This means that there are no unnecessary, complicated parts that can break or wear out. Moreover, the brand actively promotes the ideas of durability and maintainability: «We believe that if you love your shoes, you should be able to repair them.» Their website often focuses on eco-friendly materials that stand the test of time. The creation of such maintainable shoes fits perfectly into the principles of degrowth. This encourages consumers to buy fewer, but better and more functional items that last longer, thereby reducing consumption and waste.
2. Waste reduction and responsible production. ReVivo actively uses eco-friendly and recycled materials. They often mention the use of recycled plastic, natural rubber, and other «green» alternatives. ‘Our mission is to help people reconnect with the ground, and to protect the planet’, they say.
3. Minimization of consumption. The barefoot philosophy also implies a conscious attitude towards what you wear on your feet. Yes, it's a fashion accessory. However, at the same time, it can be a tool for healthy movement. This approach encourages a deeper understanding of needs and a rejection of impulse purchases. The company sells not so much shoes as a lifestyle. Instead, it shares its philosophy of health and connection with nature. This makes consumers think about their purchases. As a result, they choose what really suits their values and needs, rather than fashion trends.
4. Repairing. The brand provides many opportunities for shoe repairment.. Customers can request both shoe cleaning and any other kind of repair. This, of course, is one of the points that directly resonate with degrowth.

Possible difficulties:

1. Product specificity. Barefoot shoes have their own specifics and may not be suitable for everyone. The brand should work to educate consumers about the advantages and features of its products.
2. High production costs. The brand focuses on the durability of shoes. Big expenses are inevitable when it comes to a really good product.

By implementing degrowth, the company is taking some risks anyway. However, they did not become something frightening for Revivo. It continues to evolve, believing in its ideas and goals.

VivoBarefoot is a prime example of a brand that has deeply integrated the principles of

degrowth. They focus on quality, conciseness, and the use of recycled and eco-friendly materials. This perfectly corresponds to the values of sustainable consumption and reasonable production. By selling shoes, they promote a lifestyle that implies a careful approach to using resources and taking care of their own health.

Thus, an analysis of the cases of ReVivo and Northern Playground demonstrates that the concept of degrowth, although not always explicitly outlined, can serve as a basis for building sustainable and socially responsible business models. Both companies are questioning traditional paradigms of endless growth. They do it in their own ways, focusing on sustainability, longevity, and conscious consumption.

There will definitely be challenges along this path. However, when the future of humanity is at stake, it doesn't seem so scary. Degrowth is not an ideal concept that suits everyone, but implementing some of the principles of this business model can actually be beneficial.

3. Implications

It is important to note the significance of the analysis for modern companies and their management. Reviewing the Revivo and Northern Playground cases allows us to formulate practical recommendations aimed at achieving a balance between maximizing shareholder value and profit, sustainable development and meeting the expectations of a new generation of consumers, in particular Generation Z [11], [10].

It is essential to cover both corporate strategies and marketing approaches. For executives seeking to achieve a balance between maximizing shareholder value, sustainable development, and meeting the expectations of Generation Z, the following recommendations are offered.

Managers are encouraged to review product strategies, shifting the focus from selling more to selling better and for longer. Investments in quality materials, design, durability, and ease of repair can reduce warranty costs in the long run. Moreover, this will increase customer loyalty and create premium positioning, as demonstrated by Northern Playground.

The possibility of introducing models based on services, and not just on the sale of goods, should be considered. This also includes restoration and repair programs like Revivo. Old products can be returned, restored and resold, generating a new revenue stream and reducing the need for primary production. Rental, subscription, or leasing models are also effective, providing a more stable and predictable income, and allowing the company to control the product lifecycle. Ensuring the availability and convenience of repair services and spare parts helps to encourage consumers to extend the life of products. However, transparency and accountability are equally important. Regular and honest reporting on ESG indicators, publication of data on resource use, emission reduction and recycling volumes strengthen investor and consumer confidence.

A significant part of Generation Z highly values sincerity and consistency. Consequently, brands should demonstrate their commitment to sustainability in deeds, not just in words. For example, they can promote stories about production processes, support for local production like Revivo, or extend the life cycle of products like Northern Playground. Nowadays, it is very suitable to use social media, video content, and influencer marketing to deliver these messages. Providing information about the origin of materials, working conditions and the environmental footprint of the product (transparency of the supply chain) is also an advantage. Moreover, it is recommended to create opportunities for direct involvement of the younger generation in the company's activities. It may also be a good idea to involve representatives of generation Z in product development, testing new services, and creating marketing campaigns.

Conducting educational initiatives to raise awareness of environmental issues and the importance of sustainable consumption can be an additional advantage. Furthermore, demonstrating the brand's contribution to solving these problems earns respect among customers. Cooperation with environmental and social initiatives supported by young people strengthens the brand's positioning.

Finally, it is necessary to sincerely believe in one’s idea. The introduction of degrowth really does not allow to earn on a par with global giant companies. However, it can make a significant contribution to the environment. By starting a business based on this concept, people show others how to succeed in an environmentally friendly way.

Thus, the transition to models that take into account the principles of growth is very relevant for companies seeking long-term viability. Integrating sustainability and honest communication with consumers, especially with Generation Z, helps the company stand out from others. Moreover, the willingness to rethink traditional success metrics allows executives to both ensure financial stability and make a meaningful contribution to building a more sustainable future. Companies that are able to balance these tasks competently will gain a competitive advantage and secure a leading position in the market of tomorrow.

4. Conclusion

This research was devoted to a comprehensive study of the concept of degrowth in the context of modern business models. Starting with an analysis of the scientific literature and theoretical foundations, the work delved into the practical application of degrowth's principles through a detailed analysis of the two companies. The initial theoretical understanding showed that degrowth represents a fundamental departure from the paradigm of endless economic growth. Instead, it suggests a focus on welfare, social justice, and respect for the planet's ecological limits.

Analyzing researches and articles on degrowth revealed the conclusions that other scholars have reached.Some see it as a huge potential or even an urgent need, while others are afraid and urge never to implement it. Despite the presence of several sharply negative positions, the authors who support degrowth also give weighty arguments in favor of their opinion. This suggests that it is probably the partial implementation of degrowth that brings great benefits. This is due to the fact that fully following degrowth can interfere with the company's development and earnings. At the same time, the complete absence of degrowth can mean a high potential threat to the planet's resources.

The analysis of the Revivo and Northern Playground cases confirmed the viability and potential of business models based on some of the principles of degrowth [11], [10]. ReVivo demonstrates the work of a circular economy built on restoration, repair and prolongation of the product life cycle. It turns out that this can not only be profitable, but also creates new consumer value, forming more conscious consumption patterns.

In turn, Northern Playground vividly illustrates an approach aimed at durability and almost lifetime guarantees. The philosophy of «sell less, but better» proves that improving the quality and extending the life of a product can lead to the creation of a strong brand. It is quite possible to achieve high customer loyalty and sustainable profits, while reducing the overall environmental impact. Both examples convincingly show that economic growth does not necessarily require a constant increase in production and consumption.

The findings of the study have profound implications for modern companies and their leaders. The recommendations emphasize that achieving a balance between maximizing shareholder value, sustainable development, and meeting customer expectations is possible and strategically important. The key areas are investments in durability and maintainability of products. It is also necessary to develop and implement circular and service business models (such as rental, restoration), and optimize resource use. At the same time, authenticity and transparency in communications are becoming necessary, involving consumers, especially representatives of generation Z, through joint value creation and open awareness of the brand's impact.

Therefore, companies that can integrate several of degrowth’s principles into their strategies will be one step further from the rest. They will not only be able to meet the growing expectations of society and a new generation of consumers, but also ensure a competitive advantage and long-term financial stability. In a changing world where environmental and social factors are becoming as important as traditional economic ones, it is important to be able to maintain a balance.

References:

1. World Economic Forum, 2024 «The Cost of Inaction: A CEO Guide to Navigating Climate Risk».
2. Jason Hickel, 2022 «Degrowth: A response to Branko Milanovic», 2019 «Degrowth: a theory of radical abundance».
3. Timothee Parrique, 2021 «A response to Matt Huber: Facts and logic in support of degrowth».
4. Joël Foramitti, PhD student at the Institute of Environmental Science and Technology.
5. Marula Tsagkari, PhD student at the Autonomous University of Barcelona
6. Christos Zografos, Associate Professor at the Department of Political and Social Sciences of Universitat Pompeu Fabra.
7. Saul Zimet, 2022 «Why Economic Degrowth Is Terrible for Everyone — Especially the Poor»- Foundation for Economic Education.
8. Noah Smith, 2023 «Degrowth: We can’t let it happen here!».
9. Stijn Bruers, 2021 «The case against degrowth» — Wordpress.
10. Northern Playground- clothing store in Oslo, Norway.
11. ReVivo by VivoBareFoot- brand of durable shoes.