Both dematerialization of production and immaterialization of consumption are important for a transition towards policy goals such as sustainable development, circular economy, and climate change mitigation and adaptation. However, observations of dematerialization or immaterialization do not necessarily ensure that the total use of natural resources has decreased. If economic growth is faster than dematerialization or immaterialization, its increasing effect can override the decreasing effects of dematerialization and immaterialization on the total use of natural resources. In the ASA approach, the effect of economic growth is called the gross rebound effect. If the gross rebound effect exceeds the effect of dematerialization or immaterialization, the total use of material resources and related environmental impact still increases.