The concept of ecological modernisation is increasingly being used in policy analysis to indicate deeply embedded and ecologically self‐conscious forms of cultural transformation. Its meaning varies significantly depending on author and context. Without further clarification, there is a danger that the term may serve to legitimise the continuing instrumental domination and destruction of the environment. The normative dimensions of different uses of the concept call for greater attention. These may be weak or strong, and they raise issues relating to the relationship of the term to its ecological and modernist references.