Reconciling deconsumption with the market economy : different approaches[Essay] by Lauren Haddon, Ronan de Pins, Jordane Lagneaux, Yann Auger, Vaïté Leprince-Ringuet


The authors were part of the “Alternative Management” third year program in HEC in 2008/2009

This selection of five essays is an indicative tribute to the opening aspirations of the Alternative Management Major Class of 2008/9. The five works, each distinct and different, exemplifies and reflects the subjective, individual responsiveness of the authors to the challenge set in the title of the essay.  “Déconsommation can appear as an incongruent ideal in the framework of mainstream free-market.” Using some material you have gleaned from the course, articulate a reaction to this contention and suggest plausibly and critically how less might become a consumer commodity in the market context. In the first essay, Lauren Haddon offers a comparative analysis between a modernist and post-modern vision of consumption in order to find an approach that allows integrating deconsumption within the market economy. Then, Ronan de Pins envisages adopting deconsumption as the market economy's new ideal, focusing on the role of corporate social responsibility. Jordane Lagneaux proposes making “less” a consumer commodity and to modify our relation to consumer commodities in general. Yann Auger suggests that the concept of deconsumption is not new in economics, and that this theme will be adopted by the free market for financial as well as economic reasons. Finally, Vaïté Leprince-Ringuet evokes the potential roles that “morality” and “ideals” can play in the economy, using this as a starting point for reconciliation between the practice of the market and the theory of deconsumption.

David Bevan

Quote article  Lauren Haddon, Ronan de Pins, Jordane Lagneaux, Yann Auger, Vaïté Leprince-Ringuet, « Reconciling deconsumption with the market economy : different approaches », 28 april 2009, Alternative Management Observatory (AMO), [Essay]

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