Talking Purpose with Katherine Trebeck

Katherine Trebeck has spent years advocating for a different kind of economy—one that actually works for people and the planet. She’s been a key figure in the Wellbeing Economy movement—co-founding the Wellbeing Economy Alliance (WEAll) and instigating the Wellbeing Economy Governments (WEGo)—and she tirelessly helps shape policy ideas around the world.

In advance of our screening of Purpose – A Wellbeing Economies Film on Thursday 13 March at 7pm at the Fittie Community Hall (full information at the end of this post), we sat down with Katherine to chat about what a Wellbeing Economy really means, why Scotland is such a key player, and what each of us can do to help change the system.

So, let’s start with the big one—what is a Wellbeing Economy?

Katherine Trebeck: A Wellbeing Economy is one that’s designed to work for people and the planet, rather than just chasing endless GDP growth without regard to its type or distribution or the harm done to the planet in its creation. A wellbeing economy means building an economy that gets things right first time around by enabling people to have enough to live on, ensuring a better balance of resources, and not pushing the planet beyond what it can handle. It’s about making sure our economy delivers dignity, fairness, and sustainability, rather than deepening inequality and environmental destruction, both of which then require a lot of money in dealing with the damage done by inequality and repair and clean up after environmental destruction.

Scotland is in a really exciting position to lead this change. We’ve got a government that’s on record as being open to these ideas, and communities all over the country are living out the principles of a Wellbeing Economy—whether that’s through local food systems, repair hubs, community energy projects, community wealth building, or alternative business models.

You spent a lot of time working with Oxfam. How did that shape your thinking?

It was massive for me. While at Oxfam, I developed the Humankind Index. It is a tool that measured prosperity in Scotland based on what actually improves people’s lives, based on discussions with a range of communities who pointed to things like secure housing, access to green space, good relationships, and meaningful work. It made me realize just how misaligned the usual economic measures are from what really matters to people. .

Oxfam also deepened my understanding of the global connections between economic inequality and environmental destruction. It’s all part of the same system. If we want to tackle poverty, we need to change the rules of the economy and address the disproportionate impact of those with the most wealth.

With WEAll Scotland’s help, the documentary ‘Purpose’ is now coming to Scotland. What does that mean to you?

I am really excited to see so many screenings in Scotland, my adopted second home (even if I still feel pretty shy promoting a film partly about myself!). But it is a documentary that can spark real conversations about why so many people are struggling to afford the basics while the climate crisis accelerates. Helping bring this message to lots of places all across Scotland via the documentary is an exciting opportunity to expand the debate about what sort of economy Scotland needs.

The film follows a stretch of my journey alongside Lorenzo Fioramonti as we both worked to shift economies towards wellbeing. It also highlights Scotland’s huge role in this movement. Scotland helped launch the Wellbeing Economy Governments—a group of countries who are working together to put human and environmental wellbeing at the center of economic policy.

The magnitude of the task can all feel overwhelming. What can we do as individuals to help?

Yes, it is a tall order, and I’ll admit so often feels a bit of two-steps forward, one step back. But this task is also one of the most meaningful things we can engage in.

If someone wants to be part of this, I would suggest start by questioning the way things are. Ask: Why do we keep measuring success in GDP when so many people are struggling? Is simply growing the economy really going to turn things around for those who are struggling? What are the risks of that agenda when we see that last year was the hottest on record? Once you start seeing the flaws in the current system, you start spotting opportunities for change everywhere.

Then, get involved in your local community or with networks who are pushing for change. Support businesses that align with Wellbeing Economy principles—those that treat workers fairly, operate sustainably, and reinvest in their communities. Advocate for policies that prioritize wellbeing over profits. And most importantly, talk about it. The more people who challenge the status quo, the faster we’ll shift to something better.

What’s the biggest challenge in making this shift happen?

Honestly? Letting go of old habits and mindsets. So many people—especially in politics and business—are stuck in this idea that economic growth equals progress. We need to replace that with a new vision of success—one that values connection, fairness, and sustainability at least as much as financial wealth.

The good news is, we’re already seeing change. More and more governments, businesses, and communities are realizing that we need something different. Scotland is playing a leading role, and the number of people, from so many different places, who are getting on with making change happen, helps give me hope that if we keep building this movement, we can create an economy that actually works for people and the planet.

Final Thoughts?

I’d like to invite everyone to come and watch Purpose with us, if you get the chance! It’s a powerful way to bring these ideas to life. And if this conversation has sparked something in you, start exploring what’s happening in your own community. Change starts with people like you asking, Couldn’t we do this differently? The answer is usually yes.

Join us for a special screening of Purpose at the Fittie Community Hall on Thursday 13 March at 7pm.

Following the screening there will be a Q&A with the film’s director Martin Oetting and Dr Lukas Bunse, Policy & Engagement Lead at Wellbeing Economy Alliance Scotland.

This event is in partnership with Aberdeen Climate Action.

Pay on the door or purchase tickets in advance: £5.00 plus booking fee. 

Purchase tickets via this link: https://www.eventbrite.co.uk/e/purpose-film-screening-tickets-1247196350859?aff=oddtdtcreator

Get ready to be inspired and moved by this powerful film that will leave you with a sense of purpose!