Is the self a blind spot in our approaches to achieving sustainability?

The aggravation of socio-ecological crises can be attributed to human behaviour. The underlying processes are grounded in one’s sense of self - a central aspect of the human mind. We argue that the self represents a blind spot in dominant sustainability discourses, in the sense that it is an invisible but central element that underpins behaviour and guides social development. In particular, we explore reification - a cognitive process that substantiates the self and forms fixed and narrow notions of it. Reification thereby reinforces self-centred cognitive, affective, and motivational patterns underlying unsustainability. In contrast, a flexible, open and reflected sense of self has been demonstrated to foster more considerate and sustainable lifestyles and behaviours. Against this background, we suggest that social contexts that facilitate more reflective and flexible forms of self-awareness are crucial leverage points for sustainability science, policy, and practice.