In today’s ecologically untenable economy, sustainability seems crucial for the survival of market participants.1 And sustainability requires sacrifice. In particular, sustainability seems to come at the cost of economic growth. Groups and individuals must learn to accept greater limitations upon their desires in order to simply maintain the conditions of life for themselves and others. Even if we eventually make our peace with such limitations, we still tend to imagine that we would be better off if we could do without them. But (so the argument goes) better to live under greater – and more painful – constraints than to grow ourselves to death. Better to sacrifice the lesser good (a reduced power to satisfy our desires) in exchange for the greater one (having a life with desires to satisfy).