Abstract: This paper analyses the hegemony of the growth paradigm through the example of its naturalisation in capitalist production and consumption relations. Applying a combination of theoretical elements from the Marxian tradition, the Regulation approach and Bourdieusian sociology, emphasis is placed on how the growth imperative is reflected in people’s minds and bodies. It becomes hegemonic because it appears to be the natural way of steering economy and society. As a result, all people – including working people – benefit from the continuation of growth. To overcome the growth paradigm, activists would need to build on a crisis of the ‚objective‘ structures of economy and society.