Despite 20 years of policymaking on sustainable consumption (UNCED 1992), levels of material consumption and environmental impacts continue to increase in Nordic countries and the rest of Europe. Clearly, current consumption policies are not as effective as they might be. Holding on to some persistent misconceptions – myths - about consumer behaviour policy makers have placed the main focus on technological innovation aiming at production and product efficiency, leaving social innovation, alternative value-creation models and sufficient consumption without much-needed support.