Don’t Buy This Jacket: How Demarketing Secretly Sells More (Ethically)

What if the smartest marketing strategy was telling people not to buy your product?In this episode, Dani and Si explore the fascinating world of demarketing, the counterintuitive strategy where brands deliberately encourage customers to buy less, consume less, or even walk away altogether.From Patagonia's iconic "Don't Buy This Jacket" campaign to IKEA's repair initiatives, Lush stepping away from social media, and Oatly's brilliantly awkward advertising, they unpack why some of the world's most recognisable brands have discovered that saying "no" can be far more powerful than shouting "buy now."Along the way, they explore where demarketing began, how it evolved from a tool for managing shortages into a modern branding strategy, and why today's consumers are increasingly drawn to honesty, transparency, and businesses that genuinely practise what they preach.Of course, not every "buy less" message is created equal. Dani and Si also dig into the difference between authentic values-led marketing and greenwashing, asking how consumers can spot when a campaign is driven by purpose rather than clever PR.Whether you're a business owner, marketer, or simply curious about why some brands seem to grow by selling less, this episode will change the way you look at modern marketing.Grab a brew and join the conversation.About Simon and Danielle:Simon and Danielle are both business owners, based in the East Midlands, who met through mutual business contacts and who share a love of all things business. Simon runs Skylight Media – Award-winning experts in Website Design, E-commerce & Marketing running since 2003.Danielle runs Goldspun Support – a multi-faceted support service for fractional directors and small business owners across the globe, running since 2009.Since they first met Simon and Danielle have spent a ridiculous amount of time talking about the subjects that interest them – usually over a drink in the pub – and they decided that now was the time to bring these conversations to a wider audience and invite them to join the chat. Both Simon and Danielle are successful business owners in their own rights with big plans for the future but will never lose their love of talking all things business… and the pub.