By exposing the link between the growth imperative and today’s socio-ecological crises, post-growth thinking has made its way out of activist circles and into political institutions. But what makes the current system so difficult to challenge is its positive association with freedom in people’s minds. Moreover, denialist and reactionary movements have spared no effort to hijack freedom. To gain cultural and political hegemony to transform society, post-growth needs its own compelling vision and narrative of freedom.