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The efficiency approach of moving towards sustainable consumption through mainly technological solutions, which dominates environmental policymaking, has overall failed to reduce the adverse environmental impacts caused by unsustainable consumption patterns. Increasingly, it is recognised that efficiency needs to be coupled with sufficiency, which aims to reduce absolute levels of consumption. While the public policy realm continues to be linked to the efficiency approach, environmental non-governmental organisations have an important role in promoting sufficiency-oriented lifestyles and culture. Through interviews, participant observations and a media review, we analysed campaign strategies applied by environmental non-governmental organisations to promote sufficiency in material goods through less use, increased care and maintenance of products. This article contributes with insights on how sufficiency activities could attract a broader target group, as well as the various challenges and contradictions resulting from this process. To explain these challenges and contradictions, this article creates a conceptual distinction between market- and non–market-based sufficiency activities. The distinction elucidates how environmental non-governmental organisations are promoting activities ranging from those that can be applied within the current market arrangements to those dealing with social relations and non-commercial values beyond market exchange in order to gain cultural resonance.

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