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Anti-Marketing Explained: How Doing Less Sells More in 2026
Consumer Psychology, Authentic Marketing, Ethical Marketing Salla Västilä Consumer Psychology, Authentic Marketing, Ethical Marketing Salla Västilä

Anti-Marketing Explained: How Doing Less Sells More in 2026

We’ve been told louder marketing always wins more business. Yet in 2026’s AI-driven, zero-click world, aggressive ads breed exhaustion and scepticism. When Patagonia ran “Don’t buy this jacket”, and Lush quit social media, they didn’t lose customers—they gained trust.

What does it truly mean to win attention by refusing the usual marketing game and mastering anti-marketing instead?

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