alternatives to this such as sharing resources instead of owning them or simplifying our lifestyles by choosing to have less money but more free time are therefore seen as a sacrifice marketing wisdom tells us that you cant sell sacrifice and so policy makers fear alienating citizens with policies that tackle consumption patterns and levels however community level sustainability initiatives and alternative movements offer inspiration for redefining the good life to include wellbeing community engagement fairness equity and sustainability opportunities are being missed for example for productsharing schemes or promoting closed loop systems that would reduce overall reliance on virgin resources or for promoting alternatives to intensive consumption that could increase wellbeing such as community foodgrowing schemes