Strong sustainable consumption governance means sacrificing freedom and well-being

The prevailing myth that strong sustainable consumption (SSC) policies threaten freedom and well-being hinders their adoption and perpetuates weak sustainable consumption (WSC) governance. WSC policies emphasise efficiency improvements and technological solutions, while neglecting the need for absolute reductions in resource use that would be necessary to ensure a good life for all within planetary boundaries. This chapter challenges the myth by highlighting that SSC governance, grounded in the principle of sufficiency, promotes societal well-being and effectively and jointly addresses the prevailing ecological and social crises. Contrary to widespread belief, such governance strategies do not undermine freedom but rather foster qualitative freedom by protecting everybody’s opportunities for living a good life. Power dynamics rooted in the economic growth paradigm sustain the myth by framing consumption as a means of status and self-fulfilment and constructing it as indispensable to modern life. Powerful actors vested in the unsustainable status quo perpetuate this narrative to maintain their economic and social dominance, making SSC governance appear unacceptable. However, this perspective disregards the systemic need to challenge growth imperatives and shift towards equitable resource distribution. To dispel the myth and enable transformative change, a holistic approach is necessary, integrating social justice and ecological sustainability. Shared responsibility across policymakers, businesses and individuals, coupled with multi-level collaboration, can foster the acceptability of SSC governance. Local initiatives and inclusive public debates can support relevant developments by fostering the building of trust within societies necessary for societal resilience and joint efforts as well as by demonstrating practical pathways to sustainable welfare.