> But nobody thinks their standard of living went down because they bought one iPhone instead of two Androids. What?! > The point is I believe it is possible

> But nobody thinks their standard of living went down because they bought one iPhone instead of two Androids. What?! > The point is I believe it is possible to get people to voluntarily consume less stuff if and when they feel that their quality of life is better as a result. If we put as much energy into thinking of how to make a sustainable low-impact lifestyle enjoyable Suppose I told you that the richest 10% of humanity - most of us reading - would have to give up 90% of our consumption? There isn't going to be some "enjoyable" way to give up 90% of our consumption, because most of us are hooked on consumption. Think of humans as a drug addict, where the drug is fossil fuels in specific, and unlimited consumer consumption in general. Withdrawal from the drug isn't going to be "enjoyable" and a lot of people are going to hate it.