Building a Healthier Europe: The Wellbeing Economy Approch as Part of JA PreventNCD

Europe is facing urgent public health challenges due to a rising rate of non-communicable diseases (NCDs) such as cancer, type 2 diabetes, and cardiovascular disease. More than 75% of individuals are at risk of developing NCDs. In response to this crisis, the Joint Action Prevent Non-Communicable Diseases (JA PreventNCD) project was launched in 2024. Co-funded by the EU, this initiative brings together 25 European countries to reduce the burden of NCDs by addressing their root causes, health inequities, environmental factors, and social determinants of health. One task in the JA PreventNCD is the Wellbeing Economy approach, which advocates for a transition from exclusively growth-driven economic models to those that prioritise human health, environmental sustainability, equity, and the essential needs of society.

JA PreventNCD participants at the WBEF 2024

How does the Wellbeing Economy Forum support the aims of JA PreventNCD?

One of the components of JA PreventNCD is the Wellbeing Economy Forum, held annually in Iceland since 2023. This global platform gathers politicians, policymakers, business leaders, academics, and practitioners to foster dialogue, collaboration, and transformative change. The Forum supports the goals of the JA PreventNCD initiative by providing a space to discuss and explore how wellbeing-centered policies can address significant health challenges, including the rise in NCDs and the broader impacts of climate change and inequality. It encourages cross-sector collaboration and guides policy changes, ensuring that wellbeing remains a core goal in health strategies. The Forum plays a crucial role in sharing best practices and promoting the systemic changes needed to improve wellbeing and reduce NCDs across Europe and beyond. This approach aligns with the project’s objectives of decreasing NCDs while fostering sustainable wellbeing for both people and the planet.

Linda Granlund, Director General of Public Health at the Norwegian Directorate of Health and Project Coordinator of JA PreventNCD

Join us in Reykjavik!

For the third consecutive year, the Wellbeing Economy Forum, organised by the Icelandic Directorate of Health, takes place on May 8–9, 2025, at Harpa Concert Hall in Reykjavik, Iceland. At the 2024 Forum, Linda Granlund, Director General of Public Health at the Norwegian Directorate of Health and Project Coordinator of JA PreventNCD, addressed how the Wellbeing Economy initiative supports JA PreventNCD's goals. This year, we are honored to welcome Knut-Inge Klepp, Scientific Coordinator of JA PreventNCD, who will participate in the session titled "How Can the Wellbeing Economy Enhance Public Health?" on May 8th from 15:00 to 16:30. We invite everyone working to reshape economic systems to operate within planetary boundaries and prioritise the wellbeing of current and future generations to attend this important event.