ABSTRACT
This chapter asks why, in the face of immense ecological and social challenges, the vision of pursuing wellbeing within limits has failed to take root. The authors answer this question by introducing four popular stories we tell ourselves that hide the need for fundamental change: the stories of technological innovation, efficiency and markets as a solution, consumer sovereignty, and freedom without responsibility. Each story is debunked to demonstrate the need to move beyond fantasy solutions to today’s ecological and social ills. Only then can we pursue truly transformative change.
