Demarketing for Sustainability: Reducing Consumption for a Greener Future

Demarketing is the term used to describe the intentional actions or steps done by corporations to reduce or diminish interest in a product. ?

In areas where the cost of supply exceeds revenues, demarketing campaigns may be used to reduce consumer demand for a product. These days, firms are increasingly using direct marketing as a marketing approach.

To achieve greater growth and profitability, businesses want to recover control over their demand and price.

Demarketing enters the picture here. Demarketing will be thoroughly discussed in this article, along with its many forms, strategies, benefits, and examples.?

Demarketing is a strategy that gives companies the ability to control how much their products cost and how much demand there is for them, helping them to achieve their profit or growth goals.

What to know about Demarketing

Businesses utilize demarketing to buck this tendency, as high demand and low supply might result in the entry of new rivals into the market. ?

Demarketing is sometimes used to lower demand in markets or customer segments when a corporation cannot or does not want to provide a product or service.

There are businesses that use natural resources as their primary source of raw materials. Demarketing can be used to match demand with available resources when such resources are few or need to be protected, as in the example of deforestation rules influencing the supply of trees for a furniture manufacturer.

Distribution routes must be effective if clients are to be reached. Until a smooth and effective distribution channel is created, a firm may stop marketing.?

A company may decide to stop marketing its goods there when the costs of doing so outweigh the gains or cause losses. This might happen when the costs and effort of marketing in a particular area outweigh the potential gains.

Governments and health organizations also utilize demarketing to prevent the use of dangerous items like alcohol, cigarettes, and narcotics. To encourage well-being and a good life, this is done.

What is Demarketing

Demarketing entails the development and execution of strategies targeted at lowering product consumption.

Demarketing attempts to restrict the availability of the product, as opposed to traditional marketing, which strives to motivate customers to make additional purchases. ?

In order to recover control over demand, price, and use, businesses may utilize demarketing tactics in a variety of circumstances, such as when there is an excess of demand and a need to save resources.

In order to boost an organization’s sales, brands are promoting their products utilizing direct response marketing.

How it works

It’s critical to have a solid grasp of both your company’s marketing goals and objectives as well as customer behavior in order to develop a successful demarketing campaign.

These two elements can be combined to provide a strategy that aids in goal achievement.?

Not every circumstance calls for marketing, and there are times when Demarketing could be a preferable choice.

This article explains why demarketing is suitable as well as how to do it successfully. Feel free to leave any questions or comments in the space provided below, and I would be pleased to answer them.?

Types of Demarketing

General Demarketing

A company’s effort to reduce the usage and consumption of all of its products is known as general Demarketing.

This enables the business to preserve resources amid a supply constraint. For instance, a laptop maker may use a demarketing strategy to discourage buyers from purchasing an older model and to increase sales of the most recent model.?

Conscious Demarketing

This tactic aims to decrease the consumption and usage of a product among a certain consumer base. This strategy is used by businesses to offer other clients, such as their devoted and valued ones, priority.

For instance, a business or retailer could stop marketing a certain item to the broad public and instead make it available only to certain customers as a perk.?

Realistic Demarketing

This tactic entails reducing the supply of a product on the market in order to raise consumer demand for it.

When a product’s supply is restricted, demand for certain hard-to-find things rises, enabling businesses to boost the retail price of those in-demand commodities.

demarketing Strategy

  • Price increases: ?‍?

By raising prices, a company can deter price-sensitive customers from buying its products or services. This strategy is often employed when demand outstrips supply or when a company wants to target a specific market segment.

  • Advertising limitations:

Companies can restrict or reduce their advertising efforts to decrease brand visibility and curb demand. This can be done by cutting advertising budgets, reducing the frequency of advertisements, or targeting a narrower audience.

  • Product redesign:

Altering the product or service in a way that reduces its attractiveness can be an effective demarketing tactic. This may involve removing certain features, lowering product quality, or introducing undesirable aspects.?

  • Promoting substitutes:

Encouraging customers to consider alternative products or services can help divert demand away from the company’s offerings. This can be done through advertising campaigns that highlight the benefits of competing products.

  • Restricting availability:

By limiting the availability of a product or service, companies can create a sense of scarcity, which may discourage some customers from making a purchase. This strategy is often employed for luxury or exclusive goods.?

  • Public awareness campaigns:

Companies can engage in demarketing by launching educational or awareness campaigns that highlight the negative consequences associated with the use or consumption of their products. This approach is commonly used in industries such as tobacco or alcohol.

tips for demarketing

Discrimination in prices

Implementing transaction charges that make it harder for customers to get the best offer is one way to make a product less available at a lower cost. ?

A business can achieve this. For instance, some stores have certain times when they provide discounts, such as Saturdays from 8 to 11 a.m.

While individuals who value convenience more than anything else could be prepared to pay more for the item they desire at a more convenient time, those who value getting the best deal might be willing to put up with the discomfort of getting up early.

Lure and Switch

The bait-and-switch strategy includes a business marketing one product while secretly trying to promote another. ?

The business could promote very low pricing for the item in issue, but when buyers try to buy it, they discover that it’s not in stock. The vendor then provides a replacement item at a greater price. It’s common to view this trickery as illegal.

Stock Deficit

A corporation may start a staged supply scarcity in an effort to get customers to make purchases.

Customers are more inclined to buy a product when they discover that it is available at another store than when they encounter one that is out of stock. ?

Businesses may also permit pre-orders or rain checks, which guarantee that the customer will get the goods as soon as it becomes available again, to lessen the inconvenience of scarcity.

Customers may be eager to pay in advance under the impression of a shortage, giving the business cash flow to maintain production.

Crowding Price

This strategy is helpful when a shop expects a large number of consumers on busy days like Black Friday. Prices may rise at these times when demand declines. ?

Some consumers might be prepared to spend more to avoid standing in huge lines and getting the item they want.


A business may purposefully persuade customers to choose a competitor’s product rather than its own. This is possible by making changes to one or more of the four Ps of marketing:

  • Product: By eliminating any existing warranties or accessories?
  • Price: By increasing the price
  • Place: By restricting accessibility in some regions
  • Promotion: By lowering product promotion efforts

A company may use this tactic to preserve the perceived worth of its goods or to prevent price rivalry with other businesses. If earnings aren’t doing well in a certain area, they can also be utilized to cut supplies there.?

Pros and Cons of Demarketing


  • Helps manage demand during supply shortages or emergencies.
  • Can help in reducing harmful or excessive consumption.
  • Can be used as a strategy to protect brand image and reputation.
  • Can promote sustainability and conservation efforts.
  • Can create an aura of exclusivity and increase perceived value.


  • May lead to negative customer perceptions and dissatisfaction.
  • Can result in decreased revenue and market share.
  • May create confusion and alienate loyal customers.
  • Could potentially damage relationships with stakeholders and partners.
  • Requires careful planning and execution to avoid unintended consequences.

demarketing examples 

Canadian Healthcare System

The Canadian healthcare system experienced a crisis in the 1990s as a result of overuse or ineffective utilization. ?

To reduce consumption, Dr. Gurprit Kindra of the University of Ottawa recommended introducing co-payments and user fees.

He also suggested limiting the number of visits to specialists by obtaining a referral from a primary care physician. The system might operate more efficiently if private fast-lane services were made available at a greater fee.


The Danish toy maker Lego has included demarketing in its broader marketing plan. Lego has canceled some popular kits and reduced the manufacturing of others, inducing a sense of scarcity and increasing demand. ?

Lego can retain its perceived worth and uniqueness while avoiding price wars with rivals by managing the supply of its goods.

Lego has further increased the perception of scarcity and exclusivity of its products by limiting the sale of some sets in particular areas.

Lego devotees prize the company’s limited edition toys and collectibles, which enhances the appeal of the name.?

Finite Natural Resources

One strategy to protect trees is to stop promoting paper goods. Several states have transitioned to providing electronic automobile titles, including Pennsylvania, Texas, and Wisconsin.

California experienced a severe drought, so the government limited water use while offering tax breaks for constructing fake grass.


Demarketing is a component of Chanel’s entire marketing strategy. Chanel is a high-end fashion label. The company is known for creating high-end, luxurious goods, and it utilizes demarketing to preserve its exclusivity.✨

For the purpose of maintaining the appearance of exclusivity and luxury, Chanel restricts the number of outlets that carry its goods in specific areas and limits marketing.

Additionally, the business produces limited edition goods like handbags and accessories that raise demand and foster a sense of scarcity.

Chanel can retain its premium pricing strategy and prevent price wars with rivals by managing the supply of its products.

The company’s track record for creating high-end goods and its use of Demarketing have contributed to maintaining its status as a premium brand.?


Gucci restricts the number of stores that carry its goods in specific areas, as well as the number of promotions it allows, in order to preserve the impression of exclusivity and luxury.

Additionally, the business produces limited edition goods like handbags and accessories that raise demand and foster a sense of scarcity.?

FAQs on Demarketing

What is Green Demarketing?

A marketing technique known as “green demarketing” encourages customers to make fewer purchases in a certain product category while still supporting the business. One instance of such a strategy is the 2011 Patagonia advertisement, “Don’t Buy This Jacket.”

What does “Demarketing” Mean?

Demarketing is an effective method for managing or diminishing demand for a certain good or service, either temporarily or permanently (such as fuel, electricity, water, etc.). This is carried out because these resources are depleted and essential to a country’s economy.

What is Demarketing in Banking? 

s Demarketing in Banking? 
 Ans:- A demarketing letter is a communication from the lender to The borrower that informs them that they will be closing part or all of the borrower’s accounts or that there would be little to no credit available on revolving facilities.

What is the demarketing industry’s past?

A demarketing letter is a communication from the lender to The borrower that informs them that they will be closing part or all of the borrower’s accounts or that there would be little to no credit available on revolving facilities.

What does a demarketing ad look like?

They may be helped by this to save resources in hard times. Advertisements for electricity and water, for instance that ask viewers to turn off the lights or the water, are instances of broad demarketing commercials.

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