The Achievement Remix:
3 Cultural Shifts Redefining What it Really Means
Achievement as a top Value has dropped 27% from 2016 to now.
In markets like Brazil and the UK, the decline is even steeper.
So what's going on?
Have people given up?
Stopped caring? Lost their drive?
Not quite. The truth is subtler - and more revealing.
Classic Achievement e.g. the hustle, the pressure, the climb — is losing its grip. But not because ambition has disappeared. Because the definition of success is changing.
For decades, brands sold us a version of achievement that was individual, relentless, and deeply performative. Train harder. Work longer. Win at all costs.
But when the costs keep rising, and the rewards feel further away, that model starts to collapse.
Let’s not blame people for “not trying hard enough.” Try buying a home. Or escaping debt. Or getting a payrise that keeps up with inflation. The backdrop has shifted; economically, emotionally, existentially.
Take this recent example from a leading sportsperson Scottie Scheffler calling classic Achievement into question…
Even Nike has reintroduced its classic tagline of ‘Just Do it’ to a new generation with ‘Why Do it?’ encouraging us to reflect on the why behind our amibitious choices, and reminding the youngest generation of the meaning behind effort, the value of believing in yourself, and the courage to fail and keep going.
.So is Achievement dead?.
It most certainly isn’t, it is a fundamental driver in the lives of humans across the globe. And it is THE top value in the world’s most populous country, India.
But IT IS being re-evaluated across much of the world & people are questioning the very nature of what it is in a way they haven’t for decades…
Achievement is Being Remixed as humans seek a deeper meaning to what they are doing. It’s not only “Just Do It” it’s also “Why Am I doing It?”
We are seeing modern Achievement expressed in connection with 3 complementary values that add depth to it. 3 flavours of Achievement, if you will, that are shaping our palates today…
.“Success is the Strength &
.Depth of Your Connections”
driven by Achievement + Benevolence
1
.“Success is Freedom to
.Define your Own Path”
driven by Achievement + Self-direction
.“Enjoyment
driven by Achievement + Hedonism
2
3
.is Success"
1
Achievement + Benevolence =
“Success is the Strength of Connections”
The real flex in 2025? People who’ve got your back.
As the world becomes more digitally connected but emotionally fragmented, we’re seeing a revaluation of what really matters. Achievement is becoming less about how far you go — and more about who you go with.
Being a great friend. A present parent. A kind collaborator. In a culture where loneliness is rising and digital life often leaves us flat, strong connections are becoming a real sign of success.
This is deeply human, not just feel-good. It’s about anchoring your ambition in the relationships that give it meaning.
We're seeing it everywhere...
Global loneliness has spiked - it’s now classified as a health crisis in several countries
The ‘rich in life’ trend on TikTok
There’s yearning for real-world connection, community, and belonging, especially amongst civic and political unrest. Mutual Aid has gone from fringes to mainstream as trust in institutions continues to wane
Some examples of brands playing in this space…
Building IRL Connections
FinTech brands leaning into community as a source of learning & empowerment . Ellevest, TurboTax, and eToro are offering opportunities for user interaction, recognizing that financial achievement is often a collective milestone not a solo pursuit
Even Dating apps like Hinge and Bumble are hosting in-person events among digital fatigue, and Tinder has launched a ‘Double Date’ feature to make dating more communal
Adidas X Stormzy’s MerkyFC HQ – a community hub for local talent – playing into a sense of connection as vital to creating success in sports and athletics
Thoughts for brands...
Connection is currency. Sometimes encouraging a ‘win’ isn’t about standing out, but standing together. How can we bring people together in divisive times.
2
Achievement + Self-Direction =
“Freedom to Define Your Own Path”
More people are ditching linear success stories in favour of multi-hyphenated lives, creative control, and values-led choices. For many, traditional Achievement meant going after someone else’s goals. Today, it means finding a path that’s uniquely yours.
And the ability to be able to do it on your terms and in your own way is all around us...
In China, youth are leaving big cities to open niche shops or pursue artisan crafts in small towns.
Creator economy boom– Full time digital creator jobs soared from 200,000 in 2020 to 1.5 million in 2024 — a 7.5× increase - Side-hustles, portfolio careers, and job stacking, especially among Gen-Z (53% say they have a side hustle!
Some examples of brands playing in this space…
Gaming brands’ are enabling users to create their own levels, modes, and experiences together. Epic Games launched Unreal Editor for Fortnite, giving advanced gamers the opportunity to design, develop and publish their own games and experiences
Prada’s recent campaign ‘Paradigme leans into the tagline ‘What if there was another way?’ showing us a quietly expressive Tom Holland depict the idea that aspirational masculinity doesn’t always mean following the traditional path
London-based artist, Slawn, perfectly embodies how achievement is being redefined: he has proudly spray painted black cabs at art shows, and sold paintings for cocain, all while attracting not just streetwear brands like Supreme and Converse, but also Louis Vuitton, Rolex, and even institutions like the FA Cup and Brit Awards. This in-demand artist and hustler shows that success today can come from breaking rules as much as following them
Success today isn’t about a ladder to climb it’s a map to explore and people want to be empowered to have the freedom to do it their way.
Thoughts for brands...
3
Achievement + Hedonism =
“Enjoyment as Success”
For more and more people, the old equation of more money = more stress & less time to enjoy life just doesn’t feel worth it. The sacrifices don’t add up.
Instead, many are prioritizing balance and pleasure (just look at the rise of Hedonism). There’s a new version of ambition emerging where having fun is the win.
We're seeing...
People saying no to promotions that come with personal cost.
Young people embracing relaxation, even ‘rotting’ in bed through the ‘lie flat’ movement in China
Some examples of brands playing in this space…
Wellness & sports are reframed as emotional and sensory satisfaction—not just high-intensity performance – think ASICs’ gentle take on performance in its ‘desk break’ campaign
Or Powerade’s ‘Pause is Power’ showing the quiet moments that create power
Apple’s recent Visual Intelligence campaign billboards in NYC focused on the way AI can enhance real, lived experience – like playing an instrument, or growing a plant – a bold turn away from the productivity-focused AI messaging taken on by other brands
LinkedIn now honors career breaks — not just career climbs!
Brands that reward joy, ease, and presence are tapping into a deeper truth: people don’t want to grind their way to success anymore. They want to feel it as they go.
Thoughts for brands...
.Conclusion.
So, what might this mean for your brand?
If Achievement is evolving, maybe it’s time to remix how you show up in that space.
Because the classic signals — hustle, grind, sacrifice — aren’t landing like they used to. In many places, they feel tired. Detached. Even hollow.
But Achievement isn’t over. Far from it. It’s just taking new forms.
And we’re seeing three distinct flavours gaining cultural and emotional traction:
Achievement + Hedonism → Enjoyment as Success
Achievement + Benevolence → Success in the Strength of Connection
Achievement + Self-Direction → Freedom to Define Your Own Path
Each reflects the Achievement Remix we are seeing and opens up strategic and creative territories to play in.
Spaces where success feels more human, more personal & more real to how people are living & feeling.
If you are in need of Human Up not Brand Down research that gets to the real human meaning of cultural shifts today, reach out at weveallarived@oneminutetomidnight.life
Keep it human!
Curious about how delving into human values can transform your brand into its most authentic self and achieve a state of optimized flow?
At One Minute to Midnight, we specialize in uncovering these profound insights that can elevate your brand to new heights. Imagine a brand that not only meets the needs of its audience but also resonates deeply with their core values, fostering genuine love and loyalty. Reach out to Paul or Krikor at One Minute to Midnight
and discover how we can empower your brand to connect more meaningfully with your audience, drive greater happiness, and ultimately, achieve lasting success. Let’s embark on this journey together and see how aligning with human values can make your brand truly extraordinary.
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