Our societies and our economies are struggling to transform in response to the climate crisis with the speed and intent that the rapidly deteriorating environmental situation requires. Resistance to change is invoked as one of the reasons for the slow adoption of new sustainable practices. Stefana Broadbent and I have written a paper on a special issue of the journal Sustainability on “Psychology of Sustainability and Sustainable Development” to argue that the transition to sustainable behaviours is part of a wider adaptation to the new uncertain and precarious conditions of contemporary living and that this constitutes a unique opportunity for rapid cultural change. The analysis of a growing innovation space that is at the crossroads of digital transformation and ecological transition shows that the digital culture of sustainability actually goes hand in hand with the changing practices emerging from an increasing economic and professional precariousness. Since the invention of the world wide web, we have seen that digital innovation is an accelerator of cultural change. When applied to the ecological transition, will digital innovation create the conditions for an equally rapid and profound transformation of practices? To start exploring this question, we built a dedicated research tool called If You Want To that collected several thousand digital environmental projects. Our initial findings suggest that this wide landscape of services enables new sustainable forms of exchange, collaboration, consumption, and production, giving rise to alternative social, environmental, and economic models. The full paper is available to download here.