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 can't 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 well-being, community engagement, fairness, equity and sustainability. Opportunities are being missed, for example for product-sharing schemes or promoting closed loop systems that would reduce overall reliance on virgin resources, or for promoting alternatives to intensive consumption that could increase well-being, such as community food-growing schemes.