In contrast to the unhelpful but common argument about whether ‘the problem’ is population growth or consumption, it is not novel to argue that the problem is both—plus waste. Because of ongoing need for progress on all three, this point of intervention is nonetheless key. Unlike research on impact as a function of population, affluence and technology (1 = PAT), we point to strong opportunities to decouple affluence from material consumption [leverage point 1]. We also side with those who argue that more efficient production is insufficient, and that volumes of production and consumption are key variables