Wellbeing Economy Cymru is the Welsh hub of the global Wellbeing Economy Alliance (WEAll).
Formed by volunteers in 2020, WE Cymru is now incorporated as a social enterprise, with the mission of building awareness, understanding and support for a wellbeing economy, here in Wales.
WE Cymru champions an economy that serves fundamental human needs rather than pursuing narrowly-defined “economic growth”. Our efforts are guided by the SDGs, the five global Wellbeing Economy goals and the Wellbeing of Future Generations Act (Wales 2015) seven goals.
We’re developing the Wellbeing Economy Index, consisting of five pillars, offering a single economic benchmark that measures the Wellbeing Economy in a given geography. Taking inspiration from Frank Geels’s transition theory, we’re committed to transforming not only our economic context and paradigms but also the policies enabling them, all while fostering ground-level innovation.
The dialogue around alternative economies shows that no single model offers a complete solution; however, the foundational, circular, doughnut, and regenerative economies each contribute powerful insights towards crafting a values-driven, localised, and grassroots-led economy within a framework of social and environmental wellbeing. Wellbeing Economics offers a unifying narrative that brings together this movement for change.
As Wales leads with the Wellbeing of Future Generations Act and the FGO “Cymru Can” strategy, WE Cymru seeks to amplify our collective voice to inspire greater unity and progress. Embracing this multifaceted approach is our next frontier—working together to expand our reach and impact.
Who’s Involved

Stephen Priestnall
Abergavenny
Interests
Making the most of the incredible outdoors by foot, on 2 wheels and in the water. The mountains and seas in and around Wales set a global benchmark for why we need to think of people and place when we make economic decisions.
Why, what or who got you into WEAll?
Standing as a candidate and working on the manifesto for the Wales Green Party I was introduced to the WE Cymru team and ideas. It was a fundamental pivot for me to realise that if we did not change the goldfish bowl water of our economic system, the consumer economy, we would not see progressive political change.
What change would you like to see, and in what time frame?
I would like to see a pilot alternative measure of the economic system, the wellbeing economy index, WEX, running alongside GDP by 2027 in selected regions and service areas in Wales.
I believe it is feasible that by 2030, the mainstream and social media will be sharing day-to-day conversations with the general public about the growth or contraction of the wellbeing economy with equivalent credibility to GDP-based reporting.

Margot Greer
Swansea
Interests
I enjoy looking for promising projects and inspirational people who could together create a better life for people and the planet. I use the synergy between what I brought from my home country of Canada to my chosen home in Wales. I love meeting and connecting people from different communities of place and of purpose – food and growing, climate and nature, citizenship and volunteering.
Why, what or who got you into WEAll?
During lockdown, I discovered Jane Davidson’s book about the Wellbeing of Future Generations Act, and from that, the online group meeting to establish the Wales hub of WEAll. It seemed to fit with my activity on sustainable food in Swansea, and my long term volunteering in conservation and gardens.
What change would you like to see, and in what time frame?
I would like the wellbeing economy concept to be ready for implementation whenever and wherever opportunities arise. I feel that many people need and want change, but the ideas and values of WE need to be seen as a positive and realistic option. As a member of the so-called ‘silent generation’, I am feeling the pressure of time and ability – we knew, but what did we do?

Dawn Lyle
Swansea / South West Wales
Interests
Regional working, asset based community development, collaboration, community wealth building, entrepreneurship, social justice.
Why, what or who got you into WEAll?
When I first heard the term “wellbeing economy” I realised this is the vision I was already working towards – an economy that delivers wellbeing for people, place and planet. I joined the Cymru hub as a volunteer in 2020.
What change would you like to see, and in what time frame?
By 2030, I would like to see widespread recognition that our economic system needs redesigning – that our economic system is the cause of the global polycrisis. And for Wellbeing Economics to be recognised as a unifying and achievable alternative. Meanwhile, I’d like to see a proliferation of wellbeing economics in action across Wales, as people and places unhook from the global consumer economy and build local and regional economies that deliver long-term, sustainable wellbeing.

Ellie Sanders
Upper Swansea Valley
Interests
Climate justice, gender equality, access to education, food security.
Why, what or who got you into WEAll?
I joined the Cymru hub after attending their Youth Forum ahead of the 2021 Senedd Election. The Forum brought together young people from across Wales to discuss what was important to us ahead of the Election. There, I learnt about the concept of wellbeing economics and experienced a lightbulb moment; this organisation brought together the two issues I cared most about – climate justice and social justice – and directly addressed their intersection.
What change would you like to see, and in what time frame?
I would like to see community-based approaches that implement the principles of wellbeing economics to allow us all to live in harmony with nature and each other. I would like to see this as soon as possible, and am encouraged by the many examples of community-led action already being carried out across Wales.

Sian Jones
Swansea
Interests
Why, what or who got you into WEAll?
What change would you like to see, and in what time frame?

Clive Wychwood
Aberteifi/Cardigan, Ceredigion
Interests
How we get ideas for a better world out of echo chambers and work together to build a Wellbeing Economy that really connects. Especially focused on the growing frustration with current systems, and finding ways to make the Wellbeing Economy something regular people can understand and buy into.
Why, what or who got you into WEAll?
A long-standing frustration with the disconnect between academic, policy, and activist circles – and the ideas which circulate there – and most people’s lived experiences. I was drawn to WEAll because it holds the potential to be the answer I was looking for.
What change would you like to see, and in what time frame?
I’d like to see us grow beyond the ‘thought-leader’ model that is normal in new movements, and towards a movement people feel is truly theirs – within the next 2 to 3 years.

Catherine Howell
Cardiff / Brecon
Interests
Community wealth building, ecological economics, hiking, nature recovery.
Why, what or who got you into WEAll?
I found WEC a warm and welcoming community of changemakers, with hope that not only is the Wellbeing Economy happening already, but we can take action to support the movement from the grassroots up
What change would you like to see, and in what time frame?
I would like to see a commitment to WE not GDP from UK and Welsh Government and supportive policies for community ownership models and regenerative practices on land use that can position us for a hopeful future that is restoring our wealth of nature and community.

Duncan Fisher
Bannau Brycheiniog National Park
Interests
Food security
Why, what or who got you into WEAll?
The economic system we live in is escalating economic inequality at a terrifying rate and this can only end in catastrophe. I am searching for economic systems that grow local wealth and community and look after people.
What change would you like to see, and in what time frame?
I want to see a fair food and farming economy re-built. That means farmers growing for local and regional markets and getting a fair price, the profits from the food supply chain staying local, more trading within communities, lower carbon food consumption, access to land and housing for new farmers, a secure food supply for people in the region and in nearby cities.

Hayley Richards
Pontypridd
Interests
Doughnut economics principles & practice, Wales as a globally responsible nation, community activism, gardening
Why, what or who got you into WEAll?
I joined the WEAll family during lockdown, inspired by Duncan Fisher who wanted to take systemic level action to change the economy so that it works for people and the planet. Previously, I was lucky to work for Oxfam at the same time as Katherine Trebeck and Kate Raworth who helped show that economics is for everyone. I got involved to try to be part of the solution.
What change would you like to see, and in what time frame?
In the next 5 years I would like to see public bodies in Wales stop funding things that cause harm to people and planet, and divert this funding to things that support the wellbeing of people and planet.

Mike Zeidler
Gower, Swansea
Interests
Helping people/organisations build strong partnerships for high impact collaborations
Helping people find the best of what works to deal with issues that prevent progress
Helping people get clearer about their goals and priorities so they can be more effective
Helping people find creative and compelling ways to share their stories
Why, what or who got you into WEAll?
I’m a Wellbeing Economics veteran on a mission to promote thriving lives on a flourishing planet. Founder of networks, charities and social enterprises, I’m a director, facilitator, mentor and strategist with decades of experience in responsible business and social enterprise. Stewart Wallace asked for my input when creating WEAll because our charity, Centre for Thriving Places, had already been running for 9 years. It is now one of the UK’s foremost (not for profit) Wellbeing Economy consultancies.
What change would you like to see, and in what time frame?
I’d like to see a rapid shift from choices that damage social and life support systems to ones that nourish them. This challenge is about balance, and is timeless. We have the wisdom to choose well, but to move fast and stay healthy, we have to face and overcome our own fears.

Phil Buxton
North Wiltshire
Interests
Sustainability and behaviour change, marketing and communications, post-growth thinking and wellbeing economies, place-based change, community organising.
Why, what or who got you into WEAll?
Any reflection on the roots of the environmental polycrisis leads, at some point, to a form of the well-worn catchphrase ‘it’s the economy, stupid’. It soon becomes clear that, in our hunt for structural mechanisms that might help us mitigate and adapt to ecological collapse, there is no orthodoxy we need to challenge more than the validity and inevitability of economic growth as the prevailing measure of progress. I was therefore delighted to be introduced to the WEAll community by WEAll Cymru hub member and old contact from the digital media industry, Stephen Priestnall.
What change would you like to see, and in what time frame?
I would like wellbeing economies to be adopted across the world within 20 years. Change starts at home and, while Wales and Scotland already have some wellbeing legislation in place, there is nothing similar for English local or central government. That needs to change. My goal would be to see this happen before 2035. To do so, we have to mobilise the pro-environmental majority to understand its importance and organise to press for its adoption.

Mary Davies Turner
Swansea
Interests
Activist interests: passionate about local food systems: a regenerative farming system that produces local food sustainably grown, affordable and available for all. I support my local CSA. Social justice.
Personal interests: gardener/grower; writer; eclectic reader; Tai Chi instructor; explorer of my interdependent connection with nature.
Why, what or who got you into WEAll?
I came to WEAll through personal contact with Margot Greer of WE Cymru, and am becoming more involved through Clive Wychwood and the WEC Voices of Action network.
What change would you like to see, and in what time frame?
Long-term aim: wellbeing economics taken up by governments and replacing our current economic system – in my lifetime, but given that I’m 70, that might be unrealistic.
Current aim: to engage communities and support them to work with wellbeing economics on the ground; to engage young people and see wellbeing economics taught in schools and colleges.
Radical action on climate change.