From myths to transformation

In this chapter, the author synthesises insights from across the book to demonstrate how myths about sustainable consumption persist and hinder systemic change. The chapter identifies five mechanisms that explain their persistence: cultural reinforcement, anchoring in daily practices, institutional embedding, psychological appeal and political function. These mechanisms reveal why myths remain influential across politics, business and everyday life, even when contradicted by evidence. Building on this, a cross-chapter analysis uncovers five recurring barriers created by myths: technological optimism, growth dependency, shifting responsibility to individuals, consumption as identity and therapy and short-termism. These barriers reinforce each other, limiting sufficiency, institutional reforms and structural transformation. The chapter suggests pathways for change, including reframing prosperity and freedom in qualitative terms, reducing obsession with GDP, embedding sufficiency in binding rules and indicators and linking daily practices with institutional reforms. It also highlights new myths that merit further research. The final message is that diagnosing, debating and designing alternatives are vital to envision and achieve sustainable ways of living within planetary boundaries.