This chapter critically examines the widespread myth that ‘without economic growth, sustainable consumption is impossible’. It explores the myth by analysing empirical trends in carbon emissions, other environmental impacts and rebound effects, highlighting the insufficiency of current decoupling rates to meet climate and ecological goals. It emphasises that economic growth is not required for technological innovation or green investments, and that well-being can be maintained or improved without GDP growth. By assuming that economic growth is required for sustainable development, environmental and economic policy will continue to be directed towards perpetuating economic growth. There are two main problems associated with this. First, it may be directly counterproductive if there is insufficient decoupling between economic growth and environmental impacts. Second, the myth will prevent alternative strategies that involve a non-growing economy. Instead, it is argued for a more relaxed and goal-oriented stance, suggesting that well-being, equity and sustainability should be prioritised over GDP growth. It offers a compelling argument for redirecting policy and research towards post-growth futures that respect planetary boundaries.