Sustainability is often seen as a binary concept – you either live a completely “green” lifestyle or you don’t. At first glance it might seem that the only way to be utterly sustainable is to live a very modest life which involves eating only the local foods, never driving a car, having very few clothes and other items, etc. But would this kind of thinking also mean that participating in culture is a vanity that uses earth’s resources irresponsibly? European Capital of Culture Tartu 2024 is creating an example of how sustainable culture management can be done.