‘Quiet ambition’ is the new softer way to thrive in life

Ambition has long been a complicated word for many women in the workplace. If it wasn’t a dirty word that saw many stereotypically labelled as ‘aggressive’ or ‘demanding’, it was a driver that left many burnt out and disillusioned, particularly in a post-pandemic world where we are left wondering whether our devotion to our jobs is really worth it.

‘Quiet quitting’ was the buzzy career term of 2022, only reinforcing the idea that many Gen-Z and millennial workers are no longer willing to make their jobs the be-all-and-end-all of their existence. Next came ‘quiet thriving’ – the idea that we can be fulfilled even in work we don’t love, by focusing on wellbeing and positivity – but what does that mean when it comes to our true life goals, our ambitions?

While the idea of quiet quitting sparked some debate about work ethic and privilege, our relationship with ambition has undoubtedly changed. A recent Fortune report declares 2023 the era of ‘quiet ambition’ – as many see their goals switch from the traditional ideals of job success to individual wellbeing and fulfilment, whether that’s within our careers or more personal matters.

Life coach Nichola Henderson tells GLAMOUR that many people are still going through a “re-evaluation phase” following the pandemic. “It will always be a time that redefined all our lives and the lasting effects cannot be underestimated,” she says. “The shock of losing control of our freedom, the realisation that work can look very different from the traditional view, that there are other ways to live and still thrive, that life is short and unpredictable… these all changed our view as a society. People are more aware than ever that balance is crucial to lead a happy life. Goals that may have appealed pre-2020 have been redefined and redesigned forever.”

She adds that this new era of ambition could look different for many people. “It could mean striving for a career that fulfils you, rather than chasing a title or a promotion, or making peace with where you are rather than where society thinks you should be,” she says.

“Or it could be focusing on filling up your soul, doing things that are fun, that make you feel alive, pushing yourself into self-development for no other reason than getting to know what you really want. It could be leaving a ‘sensible’ job to do something that you’ve always wanted to, something you have a passion for.”

She adds: “It’s a deeper, innate knowing of how you would like to feel, a sense of what you would like to do with your life, and taking steps towards that, without focusing on societal and cultural expectations.”

GLAMOUR spoke to a number of millennial and Gen-Z and women who can relate to the notion of ‘quiet ambition’.

“My pre-Covid ambitions were purely career-focused,” says Sophie, who works in marketing. “I had a poor work-life balance and paid little to no attention to the fact my employers were benefitting more from my ambition than I ever was. I was made redundant during Covid and it shocked me just how much of my identity was wrapped up in my role and my job title.