What Does Meaning Really Mean?

For many, the idea of “meaning” can seem esoteric or intangible—a concept that feels more philosophical than practical. But the truth is, meaning is fundamental to how we make decisions, from the small, everyday choices to the big, life-changing ones. Understanding what meaning is—and what it isn’t—can help us navigate our lives with more clarity and purpose.

Meaning: Then and Now

Meaning is personal, and it evolves over time. Let me give you a simple example: Imagine buying a pair of shoes. A few decades ago, the meaning behind those shoes might have been tied to status: “These shoes are Gucci.” The brand sent a message of success, wealth, and exclusivity.

But things have changed. Today, people are less likely to highlight luxury brands in the same way. Instead, meaning has shifted toward values:

• Shoes made from recycled water bottles (Vivaia).
• Sustainable sneakers crafted from wool (Allbirds).
• Shoes that give back, like TOMS, which donates a pair of shoes for every pair purchased.

This shift reflects a larger cultural trend:

• Old Luxury sold exclusivity and status.
• New Luxury sells with meaning—through sustainability, giving back, and aligning with values.

Why Meaning Matters

We may not always realize it, but meaning drives decisions:

• What we buy.
• How we spend our time.
• What careers we choose.
• Even the relationships we nurture.

The challenge is, meaning is different for everyone—and it changes over time. What’s meaningful to you now might not have been 10 years ago, and it may shift again in the future.

The 15 Key Meanings

1. Accomplishment: Achieving goals and feeling productive, often tied to success and status.
2. Beauty: Appreciating qualities that please the senses or spirit, often tied to elegance or aesthetics.
3. Community: A sense of belonging and unity with others, often tied to shared values.
4. Creation: Producing something original or personal, reflecting individual choices and creativity.
5. Duty: Fulfilling responsibilities to oneself or others, often tied to discipline and care.
6. Enlightenment: Gaining clarity or understanding through knowledge or inspiration.
7. Freedom: Living without unwanted constraints, often balanced with the need for security.
8. Harmony: Achieving balance and unity in design, lifestyle, or nature.
9. Justice: Fair and equitable treatment for all, appealing to a broad audience.
10. Oneness: Feeling connected to the world or universe, often tied to spirituality or nature.
11. Redemption: Deliverance from past mistakes or undesired states, offering hope and renewal.
12. Security: Freedom from worry about loss, often tied to stability and protection.
13. Truth: Honesty and integrity, forming the foundation of trust in relationships and brands.
14. Validation: Recognition of one’s worth or importance, often tied to status or respect.
15. Wonder: Awe inspired by creations beyond understanding, tied to magic and innovation.

These 15 concepts reflect universal human desires that drive decisions and brand loyalty. From a sense of community to the pursuit of wonder, they provide a framework for understanding how meaning shapes personal and collective choices over time.

A Final Thought

The book Making Meaning explores this idea in depth, showing how different traits and actions resonate with different people. Sustainability, giving back, helping others—these are meaningful to many today, but there’s no one-size-fits-all approach to meaning.

The key is to pause and ask yourself:

• What is meaningful to me right now?
• How do I let that meaning guide my decisions?

After all, meaning isn’t just a lofty idea. It’s the invisible compass steering us toward what truly matters.