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Increasingly grassroots organizations are trying to convince and coach people to simplify their consumption and regain the riches of a decluttered life that is in harmony with Earths carrying capacity. In this research 40 (!) downshifting promotion initiatives are studied in the Netherlands. The main focus is on the viability of these initiatives to contribute to or influence current societal consumption practices in a direction of less consumption. This work demonstrates that there is a rich diversity of initiatives promoting downshifting in creative ways, providing inspiration and tools for those people interested in lowering their consumption levels. The positive message provided by these initiatives reflects a departure in environmental organizations from doom scenario s and guilt triggering, towards practical and enabling strategies.