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Abstract: Today the frantic search for well-being seems to be a social must: living well has become the new imperative, sadness, anger, anxiety, are feelings to be deleted. Subjective well-being is actually a normative construct, that is the product of the values and core principles in a culture. In the consumer society the most important aim is a “happy life”; the necessary condition for being happy is to possess and consume certain items and enjoy a certain lifestyle, and being happy is a hallmark of respectability and therefore also of dignity and self-esteem. If we are not happy it’s our fault and we are inadequate. We should start thinking about a new idea of ecological well-being where well-being is no longer thought of as individual happiness of any kind, but as a holistic concept that reinstates the notions of community, negative emotions, sense of limits.