Redefining Success: The New High Achievers
Consumers are pursuing new pathways to success. Some people want jobs that allow for flexibility and fulfilment, while others pursue easy-going routines that offer a protective sense of stability. This shift has far-reaching implications for workplaces, but also for how brands connect with their customers’ evolved attitudes and aspirations.
The Struggle with Success
Reworking Professional Ambition
Seeking Softer Goals
Worldwide social and financial turbulence mean that many conventional markers of success – from home ownership to high-powered careers – feel increasingly out of reach. Frustrated and burnt out, people are pursuing softer, self-defined pathways to success that rely on internal motivation (not external pressure).
Worldwide social and financial turbulence mean that many conventional markers of success – from home ownership to high-powered careers – feel increasingly out of reach. Frustrated and burnt out, people are pursuing softer, self-defined pathways to success that rely on internal motivation (not external pressure).
Summary
The Struggle with Success | Worldwide social and financial turbulence mean that many conventional markers of success – from home ownership to high-powered careers – feel increasingly out of reach. Frustrated and burnt out, people are pursuing softer, self-defined pathways to success that rely on internal motivation (not external pressure). |
Reworking Professional Ambition | As outlined in New Work-Life Patterns, people are reconceptualising how work fits into the fabric of their days and lives. Rather than following rigid career paths, they want careers that can flex to their daily schedules and long-term goals. Increasingly, this means allowing time for extended breaks and company-sponsored self-improvement. |
Seeking Softer Goals | Stability is elevated as a marker of success. Mundane routines are romanticised, while financial freedom is prioritised over professional achievement as the ultimate goal. This reflects the sense that “we’ve been tricked into what ambition can do for us – we’ve been tricked about what it can be”, according to American journalist Andrea Stanley. |
Redefining Success: The New High Achievers
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Offering access to over 350 consumer and cross-industry reports annually, Stylus Membership is your window to tomorrow’s most exciting opportunities.
We already arm more than 500 of the world’s most forward-thinking brands and agencies with the creative insights they need to make transformative business decisions.
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