The shift cannot be left to individual actors, it requires government support through a broad package of policy tools. This chapter explores the role of government in supporting the transition towards sustainable lifestyles, considers what is required for encouraging sustainable behaviour and details policy options such as choice editing, advertising, promoting sustainable products and increasing product information. While the industrialised countries have plateaued in their population growth, established at high levels of consumption, emerging economies, starting from a low consumption base, are on the rise, both in terms of numbers and in aspiration to join the ranks of consumerism being broadcast across western TV channels.