Buzzword or breakthrough beyond growth? The mainstreaming of the Wellbeing Economy

A wellbeing economy (WE) has been promoted by many advocates of a post-growth economy. Drawing on the growing WE literature, including detailed case studies of Wellbeing Economy Governments (WEGo), the article asks: does growing support for a WE represent a breakthrough for post-growth economic ideas? Or has mainstreaming the WE concept emptied it of radical post-growth content? The WE experience is interpreted in light of an earlier debate in the international development community over the mainstreaming of radical concepts that were purged of transformative meanings – becoming buzzwords that did not fundamentally alter existing practices. Wellbeing and the WE similarly risk becoming buzzwords: feel-good ideas that are hard to oppose, but which users can fill with their own meanings and political agendas. The WE's post-growth roots are contrasted with the pro-growth meanings given to it by organizations including the OECD and WEGo nations. The WE has nevertheless shown some promise in enabling limited steps in a post-growth direction in WEGo nations (within a broader context of continued pursuit of growth). The article presents – and invites debate on – some possible responses to resist dilution of the WE concept and advance a transformative post-growth vision. • The Wellbeing Economy (WE) has found considerable mainstream support. • Despite having post-growth roots, the WE has taken on pro-growth meanings. • The WE risks becoming an empty buzzword as it is mainstreamed. • Wellbeing Economy Governments have not moved beyond economic growth. • Possible strategies are proposed to strengthen the WE's post-growth character.