Marketing to promote sufficiency

Marketing has traditionally focused on stimulating demand and selling as much product as possible. However, in light of the environmental crises associated with this approach, a small but growing number of businesses and scholars are developing a SET approach to marketing that ensures that everyone has enough (not too much, and not too little). Examples include Patagonia’s famous “Don't buy this jacket” ad and its free service to repair damaged clothing, and also the general ideas of “slow food” and "slow fashion" marketing (e.g., where consumers purchase fewer garments that are made locally and from environmentally friendly materials). About half the time sufficiency marketing is prompted by the altruistic principles of business owners, and the other half it is prompted by the recognition of consumer demand for SET oriented products. Researchers emphasize the importance of belonging to larger communities where members share sufficiency values.

For an excellent article that reviews this literature, see:
​Gossen, M., Ziesemer, F., & Schrader, U. (2019). Why and how commercial marketing should promote sufficient consumption: a systematic literature review. Journal of Macromarketing, 39(3), 252-269.