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Human responsibility for the geophysical changes witnessed today casts doubt on the dependence of our socio-economic model on the idea of growth. Accordingly, as we reflect on the responsibility we shoulder, the question of degrowth and its implications in management sciences must necessarily be raised. This article does exactly that, proposing an in-depth examination of consumers’ social representations of the notion of degrowth, based on three questions. Based on the responses given, the future of marketing is discussed, focusing on the necessary integration of the notion of degrowth into the practice and research of this discipline.