The UK was an early adopter of the idea that the subjective well-being of citizens should be a key aim for public policy. Using the UK as a case study, this presentation explores the context and events that paved the way for this development, how the impact of well-being policies has been measured, and some of the major applications of well-being policies across a range of settings, including education, healthcare, organisations and the prison system. It also describes some of the setbacks that have been encountered along this journey and what we can learn from them in order to influence policy to promote well-being. The presentation will then move to a more global perspective, touching on initiatives across Europe, the OECD and the UN, and will explore some of the current, exciting ideas about the promotion of sustainable well-being for individuals, organisations, the environment, and future generations.