One of the enduring challenges of crafting a sustainable society is to create on e in which people will want to live. A restrained and austere existence will likely prove to be an ecologically necessity. It is unlikely, however, that people will eagerly pursue such a life if it is presented as the unfortunate necessity of survival. The issue here is how to reframe and then promote such a future so that people not only willingly accept it but actually seek it out. This is primarily a behavioral, not a political or technological, challenge.