Demystifying degrowth: your path to more sustainable growth

What is degrowth all about?  

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One key aspect is the innovation of sustainable and resource-conserving business models. Companies that follow this path not only invest in products and services, but also in a positive impact on the environment and the community. The idea is simply brilliant that healthy growth is not only good for the planet, but also for the employees and the long-term sustainability of the company.

Degrowth requires a radical but healing rethink in companies. At its core, it is about replacing the pursuit of infinite growth and market dominance with healthy growth. Specifically, it is about integrating sustainability management on a large scale, critically questioning business models and focusing not only on profit maximisation, but also on longevity and quality, clean supply chains, reducing the carbon footprint and meticulous resource management and tracking. And probably the most important factor: a truly healthy corporate culture.

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Degrowth in practice: On the path to sustainable growth with Vaude and Fjällräven

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In today's era of relentless economic growth, it is time to take a sober look at the idea of "degrowth". Not as a rejection of growth, but as a strategic shift towards sustainable and healthy growth.  

Here I take a look at the facts and examples of companies that are already following this path and share my personal perspective after more than two years as Global Digital Lead Designer at Fjällräven.  

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German pioneer: Vaude  

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Vaude is a pioneer in Germany on this path. The company is pursuing the ambitious goal of becoming the most environmentally friendly outdoor company in the world by 2024. This ambition is reflected not only in the use of sustainable materials, but also in innovative design and production processes that focus on the ecological footprint.

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Swedish tradition and closeness to nature: Fjällräven  

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From my more than two years of experience as Global Digital Lead Designer at Fjällräven, I can personally confirm that the company not only manufactures high-quality outdoor products, but also consistently focuses on sustainability. From the use of recycled materials to the promotion of environmentally conscious outdoor activities, Fjällräven shows that sustainable growth and business success are not mutually exclusive.  

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The way forward: my conviction

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For me, degrowth is not just a theory, but a practical commitment. It is the conviction that our path to sustainable growth is not only possible, but also promising. These companies are examples of how it is possible to grow differently and be successful in the process. Demystifying degrowth is a concrete invitation to engage openly with these ideas and to work together to find ways that are beneficial not only for businesses, but more importantly for the people and nature we care about. It is time for positive change that will not only allow us to survive, but to thrive.

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