The transition to Beyond GDP (BGDP) metrics represents a pivotal shift from traditional economic indicators to a more holistic approach to measuring societal progress. We find that with over 80% of European citizens supporting the adoption of BGDP measures to guide national performance and policy objectives, there is an apparent public demand for indicators that prioritise wellbeing, sustainability, and inclusivity. However, the successful integration of BGDP metrics requires alignment with public sentiment and effective communication.
Four key results
- Over 80% of European citizens support Beyond GDP indicators
- Support for Beyond GDP indicators could be enhanced even further through targeted communication
- The measures that matter: what types of Beyond GDP indicators do EU citizens want
- People’s visions of a sustainable future depend on what they consider attainable
Despite widespread support for BGDP measures, the acceptance of such indicators varies across demographic groups. For instance, younger people, women, and those dissatisfied with their lives show greater support, while older individuals, higher-income groups, and those with conservative views tend to be less favourable.
To address these variations, targeted communication strategies could be helpful. For example, while highlighting equality and inclusion might appeal to the majority of Europeans, we find that this approach could be counterproductive with the highly educated. In addition, emphasising the improvement in quality of life that moving beyond GDP could bring about would be more effective in increasing support among higher-income individuals.
One important finding is the robust support for measuring societal progress through a combination of indicators measuring wellbeing, sustainability, and inclusion. Approximately 60% of respondents support a broad set of BGDP indicators that capture all three dimensions. This preference aligns with the notion that policies must address both the immediate needs of current generations and the long-term wellbeing of future generations, whilst ensuring that wellbeing is distributed fairly across society. Public support for BGDP metrics is highest, especially for indicators that address topics such as health, safety, jobs, education, and housing.
Recommendations for a citizens’ backed implementation of Beyond GDP
- Aligning indicators with citizen priorities — by adopting the Sustainable and Inclusive Wellbeing Framework, focusing on salient topics, highlighting intergenerational trade-offs within policy, and balancing the composition of a global measurement framework
- Leveraging public awareness and building knowledge — by increasing education on BGDP indicators
- Tailoring communication strategies for diverse audiences — by emphasising inclusion and tailoring communication strategies to engage diverse audiences
- Minding the gap between public expectations and policy feasibility — by highlighting realistic scenarios and addressing feasibility concerns
The European public’s aspirations for sustainable visions of Europe in 2050 crucially depend on their pre-existing beliefs regarding the plausibility of alternative scenarios. These beliefs relate to their views on whether absolute decoupling of economic activity from emissions is possible, as well as their perceptions regarding the role of GDP in shaping policymaking.
Ensuring that these expectations are realistic and that the public possesses a basic understanding of alternatives to GDP can help foster support for the greater adoption and integration of Beyond GDP indicators into policymaking, as well as increase the public’s engagement in sustainable futures that are attainable.
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Related:
A Survey Report on the Perceptions on Beyond-GDP Approach
