As the world faces increasingly urgent challenges such as climate change, social inequalities, and finite resources, the question of economic growth has sparked critical debate in scientific, political, and public spheres alike. Traditional views on growth are being revisited, challenged, and reframed as we seek sustainable paths forward. For companies striving to thrive in this evolving landscape, it’s time to rethink what “good growth” really means and what patterns might be essential to ensure long-term success.
Divergent Paths: Green Growth vs. Degrowth
The conversation around growth and sustainability can generally be distilled into two contrasting viewpoints. On one side, green growth proponents argue that economic growth and sustainability are not only compatible but essential to one another. They believe growth provides the resources, innovation, and technological advancements necessary for addressing environmental and social challenges. The case here is simple: continued growth allows us to fund renewable energy solutions, improve public infrastructure, and ensure education and health services for all.
On the other side, degrowth (or post growth) advocates contend that on a finite planet, indefinite economic growth is impossible. This perspective traces its roots to the 1972 Club of Rome report on the “The Limits to Growth,” which warned that unchecked growth would lead to environmental and societal collapse. Degrowth thinkers argue that to truly sustain the planet, we must purposefully reduce certain economic activities and consumption levels. As they often put it: the choice is “by design or by disaster”—a transition towards degrowth will come anyway. The question is: Are we able to shape it purposefully so that it benefits all of us, or will change be forced upon us possibly with unintended consequences.
These two perspectives are increasingly entrenched, but what if there is another way to think about growth?
Growth Agnosticism: A Balanced Approach
Growth agnosticism is emerging as a third way forward. Economists like Kate Raworth advocate that, rather than debating whether growth is inherently “good” or “bad,” we should first set the end goal: sustainable development. In her “Doughnut Economics” framework (see image below), Raworth describes sustainable development as the balance between respecting our planet’s ecological limits (the “ecological ceiling”) and fulfilling humanity’s essential needs (the “social foundation”).
Image: Doughnut Economics framework by Kate Raworth
Growth agnosticism shifts the focus from growth itself to the outcomes we seek—resilient ecosystems, stable societies, and economic activities that meet core human needs without crossing environmental boundaries. Growth, post-growth, or degrowth might each play a role in achieving these goals, but they are not goals in themselves.
For businesses, growth agnosticism is a valuable perspective. It emphasizes the nuanced understanding that whether growth is needed depends on the context. For some industries and products, growth may indeed be essential to drive positive social or environmental change. For others, a shift toward stabilization or even reduction might align better with sustainability goals. Importantly, this perspective encourages adaptability rather than ideological rigidity.
Growth Patterns for the Future: Implications for Business
In practical terms, growth agnosticism means that companies should evaluate each venture, product, and initiative according to its unique impact on both social and ecological systems. For instance, we may find it necessary to phase out highly polluting or extractive activities, while supporting sectors like renewable energy, sustainable agriculture, or circular economy innovations that foster positive environmental and social outcomes.
We, at Bluemorrow, believe this requires a robust framework to help businesses discern where sustainable growth truly lies. Kate Raworth’s “Doughnut” model, for instance, is a powerful tool for assessing where growth can contribute to a resilient, future-proof society and identifying new opportunities for businesses that align with these objectives. It also directs our thinking and sparks creativity to identify novel innovation opportunities in white spaces with the invaluable side effect of ensuring our teams’ motivation to work on them.
Our Perspective: A Thoughtful, Balanced Approach to Growth
At Bluemorrow, we believe that a black-and-white stance on growth is neither realistic nor helpful. Instead, we advocate for a balanced approach that embraces debate and critical thinking, rather than one-size-fits-all solutions. This balanced perspective does not deny the potential of growth; it merely challenges us to ask more meaningful questions about what kind of growth we pursue and why.
We invite companies to engage in this debate with us, to question assumptions, and to discover new avenues for innovation and responsibility. Growth agnosticism allows us to remain open to diverse approaches and ensures that we stay flexible and resilient. We recognize that hardly any economic activity is entirely “good” or “bad.” However, this doesn’t mean all actions are justified without consideration. Instead, it encourages us to take an honest, continuous look at our activities and adjust where necessary.
Through this critical and open dialogue, we’ve seen that creativity flourishes, and new growth patterns emerge. As we look to the future, we invite others to join us in exploring growth patterns that are both responsible and innovative, helping shape a sustainable world that provides new horizons for generations to come.
To keep this conversation going, Bluemorrow will be posting regularly on examples of “good growth” and visionary growth patterns, sparking discussion and sharing inspiration across disciplines and industries. We look forward to exploring this topic together and uncovering insights that can guide a more balanced, sustainable approach to growth in the 21st century.
Written by Sebastian Knab, Managing Partner at Bluemorrow
