Chapter 2, ‘Why only strong sustainable consumption governance will make a difference’ by Sylvia Lorek and Doris Fuchs offers a historical overview of academic and political discourse about sustainable consumption in the past 30 years. It provides a systematic and contrasting account of differences and similarities between weak and strong sustainable consumption, which serves as a foundation for discussing implications for a research agenda. The authors advocate strong sustainable consumption governance and discuss the need for broad changes in society when strong sustainable consumption is the aim. The latter includes changes in the economy, infrastructures serving our daily habits, the dominant culture and often unsustainable lifestyles, as well as the institutions and power relationships that drive them. The authors introduce a novel approach - consumption corridors - to governing consumption patterns and levels and discuss its benefits as an instrument in pursuit of strong sustainable consumption. They call for further research on design and implementation of consumption corridors.