The terms ‘wellbeing’ and ‘quality of life’ are frequently utilised as part of political rhetoric. In the recent UK EU referendum campaign for example, UKIP leader Nigel Farage invoked quality of life as a reason to vote leave – and as a way to undermine the economic concerns of those wanting to remain in the EU. For over a decade, David Cameron has spoken of the need to promote GWB (General Wellbeing Being) and not just GDP. At one point he went as far as to say that ‘Improving our society’s sense of well-being is… the central political challenge of our time’. In Cameron’s case, however, engagement with wellbeing has been more than just rhetorical.
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