ACCTING Factsheet: Wellbeing as a trigger for behavioural change

Wellbeing can act as a pivotal driver for behavioural change, leveraging the principles of inclusivity under the Green Deal framework. Evidence from ACCTING's research shows that active transportation, sustainable food systems, and nature-based interventions not only enhance individual health but also foster community resilience and social cohesion. These findings confirm and expand upon existing research (WHO, 2016, 2018, 2020; European Commission, 2019, 2020), showing that changes motivated by wellbeing are more likely to be adopted and sustained, especially if they also address social and cultural factors. However, ACCTING’s results emphasise that systemic barriers such as financial constraints, limited infrastructure, and cultural mismatches hinder vulnerable groups from participating in these transformative practices. Findings from ACCTING pilot projects demonstrate how inclusive strategies, like community gardens and cycling programmes, can address these barriers while inspiring change through relatable stories and public campaigns. Moreover, pilot projects bring new evidence of how wellbeing considerations not only increase participation but also support social cohesion, addressing a knowledge gap on the intersection of social equity, health, and environmental sustainability. At the same time, it requires integrating wellbeing into policies, promoting accessible transportation, supporting community-driven initiatives, and using storytelling to inspire collective action.