Post-Growth Business: Exploring the role of business in a post-growth economy

The project explores and conceptualises the role of business in a post-growth economy. It aims to establish a new field of research on post-growth business models (PBMs) and to develop theoretical, methodological, and practical tools for understanding how businesses can thrive within planetary boundaries without depending on growth. Specifically, it seeks to:
- Develop principles of a post-growth economy and operationalise them in the context of business models.
- Build an assessment apparatus for evaluating the sustainability potential of PBMs.
- Produce a catalogue of empirical cases illustrating PBMs from Sweden, the EU, and Wellbeing Economy Governments (WEGo) countries.
- Identify institutional enablers and policy pathways for business transformation towards a post-growth economy.

The Post-Growth Business (PGB) project explores how companies can operate successfully in economies that no longer depend on continuous growth. Economic expansion measured by Gross Domestic Product (GDP) has long been equated with progress, yet this growth imperative has driven climate change, biodiversity loss, and social inequality. Research shows that “green growth” and technological efficiency alone cannot achieve absolute reductions in resource use. The PGB project therefore investigates what businesses can look like in a post-growth economy—one that prioritises wellbeing, equity, and ecological balance rather than profit maximisation. Ultimately, the project aims to help societies and businesses “slow down by design, not disaster”, fostering sustainable prosperity within planetary boundaries.