Calling for Sustainability: WWF’s Global Agenda and Educating Swedish Exceptionalism

This chapter explores to what extent the global agenda of Education for Sustainable Development (ESD) is an imagined global agenda or, in fact, an extrapolated cultural agenda imposing culturally-imprinted views of the world as a whole, including the framing of its bearers (the sustainable eco-citizen). Two questions are of interest here: How did environmentalism become simultaneously globalized and educationalized issues? What happens when this practice, justified as a global movement, is translated in a specific national culture? We illustrate this by referring to the example of WWF and WWF teaching materials for ESD that were developed in the specific Swedish context.