Abstract "The cultivation of sustainability" is a call for a more systematic integration of the variable "culture" within the current sustainability discourse. Since consumption styles and patterns are deeply embedded within (sub)cultural frameworks, such an integration is especially relevant for studying sustainable consumption. Three discourses are differentiated: Firstly, the discourse on the epistemological-conceptual integration of culture in the concept of sustainable development; secondly, the question of the contents of a "culture of sustainability" and possible ways towards such a culture; thirdly, the question of the specific contribution of "the arts" in promoting a more sustainable society. Proposing and discussing a "prism"-model of sustainable development, the article focuses on the first discourse. It also touches upon barriers and potentials for a "cultivation of consumption" as a way towards sustainable consumption.