Wellbeing as a Societal Goal: Why It Matters for Health and NCD Prevention
In June 2026, policymakers, politicians, researchers, civil society representatives, and public health experts gathered in Oslo for a conference on wellbeing as a societal goal. The event, organized by the Norwegian Directorate of Health, the Norwegian Ministry of Health and Care Services, and JA PreventNCD, explored what a stronger focus on wellbeing could mean for public policy and governance.
The conference also marked the launch of a new Norwegian report, Livskvalitet som styringsmål ("Wellbeing as a Governance Goal") (English summary is available in the report), led Norwegian University of Science and Technology (NTNU) with support from JA PreventNCD. The report examines how wellbeing can be integrated into policymaking and public governance and contributes to a growing international discussion on moving beyond traditional economic indicators as the primary measure of societal progress.
At the centre of this discussion is a simple but important question: how should we define societal progress? For decades, economic indicators such as GDP growth, productivity, and employment have been the primary benchmarks of success. Yet these measures tell only part of the story. They reveal little about whether people feel healthy, connected, secure, or able to live meaningful lives.
Therefore, there is growing interest in wellbeing as a societal goal. A well-being approach broadens the focus beyond economic performance and considers the conditions that allow individuals and communities to thrive. By placing human wellbeing at the centre of decision-making, it offers a more comprehensive vision of societal progress.
For the NCD prevention work, this perspective is particularly important.
Beyond Health Outcomes
Non-communicable diseases (NCDs) remain the leading cause of death and disability worldwide. Yet their impact extends far beyond healthcare systems and mortality statistics. Chronic diseases can affect a person’s ability to work, participate in education, engage in social activities, and maintain independence throughout life.
A wellbeing perspective helps shift the conversation from simply treating disease to creating the conditions that allow people to live well. It recognizes that health is deeply connected to the environments in which people live, learn, work, and age.
Factors such as access to healthy food, opportunities for physical activity, education, social support, safe communities, and economic security all influence both wellebeing and the risk of developing NCDs. As a result, improving population well-being requires action far beyond the health sector alone.
A Stronger Case for Prevention
Viewing policy through a wellbeing-lens also strengthens the case for prevention. Too often, preventive measures are evaluated mainly in terms of reducing healthcare costs. While these savings are important, they represent only part of the picture.
Prevention helps people remain healthy, active, and engaged in their communities. It allows individuals to enjoy better physical and mental health wellbeing, maintain social connections, and contribute to society over longer periods of time. These benefits are difficult to capture through economic indicators alone, yet they are central to how people experience their lives.
By incorporating wellbeinginto decision-making, policymakers can better understand the broader value of investments in health promotion and NCD prevention.
Towards a Wellbeing Economy
The growing focus on wellbeing has also contributed to discussions around the concept of a “wellbeing economy.” This approach views governance as a means of advancing the wellbeing of present and future generations, with social justice and ecological sustainability serving as guiding principles for the development of society.
A wellbeing economy does not replace traditional economic measures. Instead, it complements them with indicators that reflect people's lived experiences. Questions such as whether people feel healthy, included, safe, and optimistic about the future become important measures of success alongside economic performance.
This shift has important implications for public health. It encourages governments to adopt long-term strategies that prioritize prevention, reduce inequalities, and create healthier environments for all.
Looking Ahead
The discussions at the seminar in Oslo highlighted the growing momentum behind wellbeinge as a guiding principle for policymaking. As countries face rising rates of chronic diseases, demographic change, and increasing social and environmental challenges, the need e for long-term policies that prioritize wellbeing has never been greater.
For JA PreventNCD, this conversation aligns closely with our mission. Preventing NCDs is not only about reducing disease burden - it is about enabling people to live healthier, longer, and more fulfilling lives. Placing wellbeing at the heart of policymaking can help create societies that are not only more prosperous, but also more equitable, resilient, and healthy.