What Is Demarketing?

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When we think of marketing, we often associate it with strategies aimed at promoting products, services, or ideas to attract and engage customers. However, there is a lesser-known but equally important concept called “demarketing.” Demarketing is a strategic approach that aims to reduce or control demand for certain goods, services, or behaviors. It is employed to address societal, economic, or environmental concerns and achieve a more balanced and sustainable outcome. In this blog post, we will explore the concept of demarketing, its objectives, and its role in shaping consumer behavior.

What Is Demarketing?

Demarketing can be defined as a deliberate effort to decrease demand for a particular product, service, or behavior. Unlike traditional marketing, which seeks to stimulate demand, demarketing focuses on curbing excessive consumption, managing limited resources, reducing negative impacts, and altering consumer behavior. It involves a range of strategic measures that aim to influence consumer choices and guide them towards more sustainable or socially responsible alternatives.

Objectives Of Demarketing:

  1. Resource Management: Demarketing is often employed to manage scarce or limited resources effectively. By reducing demand for certain products or services, organizations can ensure that resources are allocated efficiently and sustainably. This approach helps prevent overconsumption and resource depletion.
  2. Environmental Sustainability: With the growing concerns about climate change, deforestation, pollution, and other environmental issues, demarketing plays a vital role in promoting sustainable practices. By discouraging the consumption of environmentally harmful products or activities, demarketing aims to reduce ecological footprints and encourage more eco-friendly alternatives.
  3. Social Impact: Demarketing can be utilized to address social issues such as tobacco use, alcohol abuse, or unhealthy eating habits. By implementing campaigns that discourage these behaviors, organizations seek to improve public health, reduce associated costs, and enhance overall well-being.
  4. Demand Stabilization: In some cases, demarketing is employed to stabilize demand in situations where excessive demand can lead to negative consequences. For example, during periods of energy or water scarcity, demarketing efforts may be employed to encourage conservation and prevent shortages or price surges.

Strategies And Techniques Of Demarketing:

  1. Pricing and Taxation: One of the most common demarketing techniques is increasing prices through taxation or levies. Higher prices can discourage consumption, especially for goods or services that are harmful to health or have negative social or environmental impacts.
  2. Advertising and Public Awareness Campaigns: Demarketing often involves campaigns that educate and inform consumers about the negative consequences associated with certain products or behaviors. These campaigns aim to influence consumer attitudes and behaviors by highlighting the social, environmental, or health risks.
  3. Regulation and Restriction: Governments and regulatory bodies may impose restrictions or regulations on the production, advertising, or sale of certain products. For example, limitations on tobacco advertising, restrictions on the sale of alcohol to minors, or bans on single-use plastic bags are forms of demarketing measures.
  4. Substitutes and Alternatives: Demarketing efforts can focus on promoting substitutes or alternative products or behaviors that are more sustainable or socially responsible. By highlighting the benefits of these alternatives, organizations aim to shift consumer preferences and choices.
  5. Product Design and Innovation: Demarketing can also be achieved through product design and innovation. By creating products that are more efficient, environmentally friendly, or health-conscious, organizations can influence consumer behavior and encourage a shift towards more sustainable choices.


Demarketing serves as a strategic tool to address societal, economic, and environmental challenges associated with excessive consumption and harmful behaviors. By employing demarketing techniques, organizations and governments can influence consumer choices, reduce demand for undesirable products or behaviors, and promote more sustainable alternatives. The objective of demarketing is not to eliminate consumption altogether, but rather to guide consumption patterns towards a more balanced, responsible, and sustainable future. As we navigate the complex issues of resource management, environmental sustainability, and social well-being, demarketing plays a crucial role in shaping consumer behavior and fostering a more sustainable society.

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What Is Meant By Demarketing?

: the use of advertising to decrease demand for a product that is in short supply.

What Are Some Examples Of Demarketing?

Common demarketing strategies include higher prices, scaled-down advertising, and product redesign. According to Websters dictionary, demarketing is “The use of advertising to decrease demand for a product that is in short supply.”

What Are The Reasons For Demarketing?

Reasons for Demarketing

  • Reducing demand to align with supply.
  • Dealing with shortages caused by supply chain disruptions.
  • Shifting demand to accommodate new pricing strategies.
  • Accommodating diminished capacity resulting in a desire to slow down demand.
  • Influencing consumer behaviour to adopt a new brand.

What Is The Difference Between Remarketing And Demarketing?

To conclude, demarketing can simply be defined as dropping customers who are unprofitable and are expected to remain that way, whereas remarketing is repositioning unprofitable accounts so that they become profitable.


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