The chair and founder of the Wellbeing Economy Forum receives the Order of the Falcon

On June 17th, 2025, Dr. Dóra, Director of Public Health at the Icelandic Directorate of Health and founder of the Wellbeing Economy Forum, was awarded the Order of the Falcon by the President of Iceland, Halla Tómasdóttir, for her pioneering work in the field of public health and wellbeing in Iceland. Dóra has studied happiness and wellbeing for more than two decades. Groundbreaking results came from her studies on the economic crises and wellbeing, demonstrating that when GDP in Iceland went down, the happiness of adolescents increased. Her commitment to promoting wellbeing as a foundation for policy remains as strong as ever. This national recognition highlights her exceptional contributions to public health and her leadership in advancing the vision of a Wellbeing Economy.

President Halla Tómasdóttir and Dr. Dóra Guðrún in Bessastaðir

The Significance of the Order of the Falcon

The Order of the Falcon is the highest honor awarded by the Icelandic state. It was established in 1921 and is given to individuals who have made outstanding contributions to Icelandic society at home and abroad.

Order of the Falcon.

The name refers to the falcon, a bird that has long symbolised nobility and prestige. In earlier centuries, falcons were considered a luxurious gift for royalty and dignitaries, and they were one of Iceland’s most prized exports. The falcon also featured prominently in Iceland’s coat of arms from 1903 to 1919, reflecting its historical and cultural significance. The Order of the Falcon is not only a symbol of recognition and achievement, but it also carries with it a deep connection to Icelandic heritage, tradition, and national pride. (https://www.forseti.is/f%C3%A1lkaor%C3%B0an/saga-falkaordunnar/)

A shift in values

For Dr. Dóra, receiving the Order of the Falcon is not only a personal honour but also a powerful recognition of the values she has championed throughout her career in public health and the science of wellbeing. This distinction shines a light on the growing importance of the Wellbeing Economy and serves as meaningful encouragement to continue advancing it. The Wellbeing Economy Forum, which she founded and chairs, is part of the EU-funded JA PreventNCD project and plays a key role in promoting health and equity as central pillars of economic policy. It contributes to building a practical framework for the Wellbeing Economy, supporting sustainable wellbeing for people and the planet.

Dóra has pointed out that our modern society is heavily focused on economic profit, which has not led us down a good path, and that we need to do things differently. The Wellbeing Economy Forum promotes a more holistic vision of success, one that prioritises health, equity, and sustainability alongside economic outcomes. The recognition of its founder through the Order of the Falcon reinforces the momentum behind this shift. Moving beyond GDP to measure societal progress requires new tools, collaboration across sectors, and, most of all, we need a shift in mindsets and courage to challenge old models.

President Halla, Dr. Dóra, her husband, and children, when receiving the Order of the Falcon.

“People are increasingly disconnected from themselves, from nature, and one another. We need to redesign the economy because it’s simply not working well enough. We cannot continue down this path—the Earth will survive without us, but we won’t be able to survive on planet Earth unless we make some changes. That is, in essence, the main reason for the Wellbeing Economy Forum, “ said Dr. Dóra in an interview with Morgunblaðið on May 8, 2025. Read the full article (in Icelandic)

Prioritising health and wellbeing

The Forum has grown into a vibrant international platform, sparking dialogue, sharing research, and shaping policy. A new Icelandic survey on the importance of each UN Sustainable Development Goal (SDG)  presented at the Wellbeing Economy Forum in May shows a clear shift in public values: Icelanders now prioritise “health and wellbeing” over other SDGs. Based on responses from 2,500 participants, the findings reflect growing support for wellbeing as the foundation of a sustainable society.

As the world faces interconnected crises, the recognition of Dr. Dóra’s work sends a powerful message: we must reimagine progress and build economies that serve people and the planet. The Wellbeing Economy offers a path forward.