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In their new paper, Nancy Bocken, Laura Niessen and Sam Short analysed over 150 sufficiency-promoting companies to understand how to move to a more sustainable circular economy.

Beyond the circular economy, there is a need to implement sufficiency as a key concept in the economy and businesses and to eventually move further to achieve an economy based on flourishing and regeneration.

In their analysis, the authors assess 150 companies in terms of their sufficiency strategies and organisational structure (e.g., governance, finance, purpose). While all businesses studied openly promote sufficiency in their communications, more radical strategies that ask customers to refuse consumption (e.g., no sales reduction and limited marketing) are still rarely applied.

The full text is available open access on the Frontiers website.

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