The form and level of economic development are anchored in the definition given to well-being by people, that is to what they pursue through their resource consuming activities. Therefore, the transition to a sustainable and equitable world will stem from a revised conception of well-being. John Stutz examines here the possibility to disconnect well-being from growth in income, which induces him to address the linkage between time affluence, equity, and sustainability. Building on a view of well-being as consisting of three inter-related components (Welfare, Contentment, Freedom) and supported by relevant data and findings, he advocates a strategy to foster the pursuit of time affluence as the main key to future quality of life.