Protecting the environment should be part of the global agenda. We have seen numerous attempts at international climate change agreements, conventions on ecological and biological conservation, and other sustainability frameworks. This speaks volumes about the universality of conservation values, but implementing and promoting sustainability is no easy feat. The emergence of sustainability discourse is often credited to the West and so when it comes to applying these ideas globally, it is worthwhile to consider how ways of thinking about sustainability might be different across different cultures. With this blog, I hope to explore how different cultural values (across the East and West) might affect the ways we go about trying to promote sustainable behaviour, and how different approaches in the United Kingdom and China have used these differences to their advantage.