Today, degrowth is viewed as a path towards a more sustainable future. Without consumer support, degrowth's potential has yet to be realized. In this chapter, it is argued that brand co-creation has the ontological capability to embrace these two phenomena; thus, the purpose of this chapter is to bridge the gap between brand co-creation and degrowth ideals. With the notion of empowered consumers in mind, brand co-creation is a novel, constructive and collaborative way of using consumer power. The chapter will challenge assumptions that brand co-creation and degrowth cannot occur in tandem. Having its roots in the empowered consumer discourse, insights on brand co-creation will be transferred to the context of degrowth, fueling discussions on the practical applicability of various alternatives. The chapter starts by delineating the empowerment of consumers in terms of brand co-creation and then highlights global macroscale conditions emphasizing sustainability and brand co-creation, providing a brief introduction to the degrowth literature, and the chapter concludes by discussing degrowth ideals with brand co-creation efforts by identifying various alternatives.
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