Roll up your sleeves, seize every opportunity and take the future by the horns! Surely that is the best way to approach the transformation of the economy in the region of Lusatia? Played up by policymakers, this upbeat narrative is indeed vital to the success of what is a mammoth undertaking. But so too are the experiences of people and institutions across the region. As scientists working in the field of sustainable development, we must consider the broader social context of efforts to foster a less-resource intensive economy and way of life in Lusatia.