Sufficiency in Business: The Transformative Potential of Business for Sustainability

Businesses want to be sustainable but how can they promote sufficiency? Sufficiency-oriented business models focus on creating sustainable value, promoting reduced resource consumption and adjusting production volumes to planetary boundaries. The contributors to this volume present real-life examples of sufficiency-oriented companies across diverse industries. These experts share their insights on sufficiency strategies in business, barriers and opportunities discovered, and the impact on customer behavioural change. They address the far-reaching changes in business, society, and policy required for this paradigm shift and suggest future research directions.

Maike Gossen (Dr.) works as a postdoctoral researcher at the Technische Universität Berlin. As part of her doctorate, she investigated the sufficiency-promoting marketing of companies. Her research focuses on sustainable consumption, sufficiency, sustainability communication and digitalisation.
Laura Niessen is a PhD researcher at the Maastricht Sustainability Institute at Maastricht University. As part of the Circular X project, she researches sufficiency strategies in business and their impact on consumers. Previously, Laura worked on circular economy policy and research in Ireland.