Moving the Science of Behavior Change into the 21st Century: Novel Solutions to Prevent Disease and Promote Health

Noncommunicable diseases (NCDs)?such as heart disease and stroke, cancer, diabetes, and chronic lung disease?kill more people globally than infectious diseases and are responsible for about two-thirds of deaths worldwide [1]. Six out of the seven most important risk factors for premature death (high blood pressure, high cholesterol, high body mass index, inadequate fruit and vegetable intake, physical inactivity, and excessive alcohol consumption) are related to diet and physical activity (smoking is the seventh). Unhealthy diet and the lack of physical activity are the leading causes of avoidable illness and premature death in Europe. Worldwide, the prevalence of NCDs is expected to increase dramatically (see ?Diseases That Break the Bank?).