This chapter suggests different possibilities for reducing the impact of marketing, while remaining aware that it is only one of the many components of the impact of a library's activities, or of any cultural institution for that matter. In the field of eco-web design, it is interesting to evaluate a website's environmental impact a posteriori. The fields of responsible marketing and communication are still emerging. The increasing perceptibility of climate change and the awareness it brings with it, in relation to the other dimensions of the environmental “permacrisis”, call for more voluntary actions on the part of marketing managers, including when these actions are in line with demarketing, encouraging sobriety in practices and frugality in uses, aiming for a voluntary and assumed decrease in performance indicators, which so far have only been analyzed in terms of growth.
