REDD has been perceived in Brazil as a way of complementing an effective command-and-control policy to help small-scale farmers transition out of deforestation. A large array of incentives have been suggested within the REDD framework, involving trade-offs between efficiency and equity. However, few studies have so far addressed the adaptation of these incentives to the needs of the farmers. In order to develop this perspective, our work aims at understanding how small-scale farmers perceive deforestation and what would make them engage in a transition towards sustainable alternatives. Interviews were conducted in São Felix do Xingu, where The Nature Conservancy has been developing a REDD pilot programme. The three discourses identified following the application of Q methodology reveal differing needs to reduce deforestation. If equity is defined as the opportunity for all to engage in a transition, a differentiated REDD initiative targeting the farmers' needs may be more equitable than standardized support options.