Healthy Societies: Disease Prevention as the Default

Disease prevention delivers measurable health and economic gains yet remains commercially unattractive and structurally undervalued in systems that reward treatment and short-term returns. Incentives across policy, healthcare, and markets remain misaligned. Making the healthy choice the default, in line with concepts of Wellbeing Economies, requires new business models, targeted investment, and innovation systems linking science, industry, and society to embed prevention in everyday life.