Businesses want to be sustainable but how can they promote sufficiency? Sufficiency-oriented business models focus on creating sustainable value, promoting a sufficiency-oriented lifestyle and adjusting production volumes to planetary boundaries. The contributors to this volume present practical examples of sufficiency-oriented companies across industries. Experts share their insights on sufficiency strategies in business and their effectiveness for behavioural change. They address the far-reaching changes in practices and behaviour required for this paradigm shift in business logic and suggests future research directions.