Is Success Still Just About Money, or Can We Aim for More?

As we count down to the New Year, it’s a good moment to reflect. Over Christmas, we most likely spent close to $1 trillion on gifts, decorations, and celebrations (Investopedia, 2024). But while the season brought joy to many, it also leaves us with questions: Are we really building a better future, or are we just stuck in the same cycle of consuming more, chasing more, and expecting that to define success?

With the new year ahead of us, maybe it’s time to ask: What does success really mean—and is it time to rethink it?

Let me be upfront: I don’t have all the answers, and I’m not here to preach.?

Like many of you, I’m just reflecting on the choices we face and the realities we live with. I’m not the kind of idealist who thinks it can all be fixed tomorrow, but I am searching for a kind of pragmatic idealism—a way to balance our aspirations for a better world with the realities we live in.

Why the Old Definition of Success Feels Outdated

For decades, success—especially for businesses—has been measured by one thing: profit. This “single bottom line” focused on wealth, job creation, and meeting demand. But it also came with costs:

• Workers exploited in the name of efficiency.
• Natural resources depleted to cut expenses.
• Communities left behind when industries moved elsewhere.

These realities have led to growing questions: What’s the point of profit if it creates so much harm along the way??

Moving Beyond Profit: New Ideas, Same Challenges

Concepts like the triple bottom line (Profit, People, Planet) and the quadruple bottom line (adding Purpose) were introduced to make businesses more accountable.?

In theory, these frameworks should push companies to care about their impact on society and the environment—not just their shareholders.

But here’s the problem: Many companies adopt these ideas on paper while still engaging in harmful practices.?

Greenwashing campaigns promise sustainability, but their business models still harm the planet. Sustainability initiatives coexist with practices that exploit workers or communities.

If we really want to change, businesses can’t just add “purpose” to their list of priorities. Purpose needs to be baked into the entire business model.

Why It’s Hard for People to Act

The responsibility for change doesn’t lie only with businesses. Consumers play a massive role in shaping demand. Every purchase sends a signal about what we value. Trends like plant-based diets, second-hand shopping, and renewable energy show that collective action can push industries to adapt.

But let’s be honest: It’s not always easy to make the right choices.

• For families struggling with bills, buying organic or fair trade feels like a luxury.
• For people in rural areas without public transport, switching to an electric car isn’t practical.
• And what to do if you have kids like us who need protein-heavy diets for their sports, cutting out meat entirely might not work.

It’s not just about willingness—it’s about what’s realistic. To make sustainable choices possible, we require governments, businesses, and communities to create affordable and accessible options.

The Bigger Picture: Why It Matters

It’s tempting to think, “Why bother?” when major polluters like China, the U.S., and India contribute far more to climate change (IEA, 2023). But here’s why it matters:

• Every step we take now can reduce the severity of future consequences.
• Local changes often inspire global action.

Giving up entirely creates a dangerous mindset. If we accept that the system is broken and can’t be fixed, we risk doing nothing. Even if we can’t prevent every consequence, the actions we take today can still make a difference—for the planet and for future generations.

From Fear of Loss to Hope for Change

Part of the struggle is psychological. Change feels like giving something up:

• Driving an electric car feels like losing convenience.
• Cutting back on meat, you don’t have to become a vegetarian, feels like losing a cultural tradition.
• Consuming less feels like living with restrictions.

But this perspective misses what we stand to gain:

• Cleaner air and healthier lifestyles.
• Communities built on shared values and cooperation.
• A sense of purpose in leaving a better world for the next generation.

When we reframe the narrative, sustainable change stops feeling like a sacrifice and starts looking like an opportunity.

From Individual Choices to Collective Action

Redefining success means rethinking how businesses operate and how individuals live. It means creating systems where sustainability isn’t just the right thing to do—it’s the easiest thing to do.

• Businesses?need to integrate purpose into every aspect of their models, not just their marketing.
• Governments?need to create policies that make sustainable production and living realistic, affordable, and accessible.
• Individuals?must prioritize progress over perfection, recognizing that small actions add up.

Looking Ahead to the New Year

The beginning of the New Year is about fresh starts and resolutions. As we toast to new beginnings, maybe it’s time to rethink what success means—not just for businesses, but for each of us.

Success doesn’t have to mean more consumption, more profits, or more of everything. Perhaps, real success is about creating a life and a world we can all feel proud of—a world where people and the planet can thrive together.

No one can do it all, and that’s okay. Even small steps—repairing instead of replacing, eating less meat, speaking up for change—can add up.

So, as you step into the new year, what does success mean to you? And how can we aim for something that truly matters?

What steps can you and/or your business take to redefine success in 2025?

Image credits: Photo by Hoi An Photographer on Unsplash