Nyfors, T. (2026). Understandings of sufficiency: A phenomenography on the sufficiency movement in Finland. Environmental Values, 09632719261459543. https://doi.org/10.1177/09632719261459543
Through interviews with 16 participants in Finland’s sufficiency movement, this study investigates how activists understand the concept of sufficiency. Four main understandings emerge: sufficiency as a material and mental necessity, as an analytical tool for criticism and advocacy, as a way of reframing change, and as a form of compromise in action. The study also highlights “nature relation” as a relatively neglected dimension of sufficiency. These perspectives contribute to clarifying and potentially broadening the concept for social-ecological transformation.
Kola-Bezka, M. et al. (2026). Negotiating comfort and conservation: Household energy sufficiency for advancing energy transition during the energy crisis. Energy Research & Social Science, 139, 104912. https://doi.org/10.1016/j.erss.2026.104912
This study examines household energy sufficiency in marginalized regions of Poland during the energy crisis. Drawing on a survey of 1,200 households, it considers economic resilience, heating behaviour and perceived quality of life. The authors define sufficiency as reducing energy consumption while maintaining adequate energy services. They argue that adoption depends partly on changing social norms and perceptions of comfort. Social-norm and information-based nudges, trusted messages, peer influence and collaborative initiatives are proposed as potentially useful policy tools for supporting lower-energy lifestyles.
Fuchs, D. et al. (2026). Enabling 1.5 °C lifestyles in Europe: Lifestyle options and structural change for transformation. Sustainability: Science, Practice and Policy, 22(1), 2657131. https://doi.org/10.1080/15487733.2026.2657131
The EU 1.5° Lifestyles project combines quantitative and qualitative methods across five European countries to identify effective low-carbon lifestyle changes and the conditions needed to mainstream them. The research finds that shifting away from car-based mobility has the greatest emissions-reduction potential across many countries. Housing changes, particularly renewable heating, form another major area of potential. The authors emphasize that individual lifestyle changes depend on wider political, economic, technological and social structures. Effective transformation therefore requires changes that make low-carbon choices easier and prevent rebound effects.
O’Dell, D. et al. (2026). Translating system-level change to individuals: Experimental evidence on avenues to communicate about degrowth and green growth. PLOS Sustainability and Transformation, 5(5), e0000245. https://doi.org/10.1371/journal.pstr.0000245
Two online experiments with UK millennials examine how degrowth and green-growth framing affects sustainable intentions, values and policy support. In the first study, sufficiency-promoting marketing messages framed around degrowth or green growth produced little difference in individual consumption attitudes or behaviour. In the second, green-growth framing generated greater support for environmental policy, while degrowth framing increased the likelihood of choosing degrowth or a-growth positions. The findings suggest that degrowth framing may inspire values but can be less effective for mobilizing broad individual or policy support when focused mainly on reductions.
Helm, S. V. et al. (2026). We don’t need no transformation: How marketing myopia is failing the climate generation. Journal of Marketing Management, 1–44. https://doi.org/10.1080/0267257X.2026.2712514
This conceptual paper argues that marketing education continues to normalize carbon-intensive growth models despite longstanding sustainability critiques. An analysis of leading marketing textbooks identifies seven reinforcing feedback loops that help explain the persistence of incremental approaches. The authors argue that efficiency-oriented thinking can obscure deeper ecological and social problems. They propose a regenerative approach to marketing education based on three domains: systems, normative and transformative knowledge. The aim is to encourage marketing practices and education better aligned with ecological realities.
Schaefer, S. M. et al. (2026). The Problem With Efficiency as a Pervasive Principle in Business School Academia, and What a Sufficiency‐Based Approach Can Do Better. British Journal of Management, e70076. https://doi.org/10.1111/1467-8551.70076
This conceptual paper critiques the dominance of efficiency as a principle in business education and management. Drawing on resource economics, rebound effects and performativity, it argues that efficiency gains can generate unintended ecological and social harms, particularly in eco-efficiency, sustainability, digitalization and AI. The authors explore why efficiency remains dominant in academia and propose sufficiency as a complementary organizing principle. They call for management education to become more critical, socially attuned and ecologically responsible.