One of the enduring challenges of crafting a sustainable society is to create one in which people will want to live. A restrained and austere existence will likely prove to be an ecologically necessity. It is unlikely, however, that people will eagerly pursue such a life if it is represented as the unfortunate necessity of survival. The issue here is how to reframe and then promote such a future so that people not only willingly accept it but actually seek it out. This is primarily a behavioral, not political or technological, challenge. To meet this challenge behavior change tools and strategies are developed. Emphasis is on informational and moricational means of changing behavior in a durable manner. Case studies provide examples of programs at the individual, institutional and community level.