Rose Gardner followed a conventional path to success. Excelling academically with top grades in both school and college, she earned a first-class degree from a prestigious university followed by a master’s degree. Climbing the corporate ladder in the publishing industry, she eventually landed a position with a media organization and purchased her own flat in London.
However, despite her achievements, each milestone she reached failed to bring her genuine happiness. Upon entering her flat, she experienced a sense of fear and ingratitude, realizing that she would be tied to a job she despised simply to meet mortgage payments.
The issue was not the job itself, but rather her diminishing connection to consumerism, which the companies she worked for heavily relied on. She no longer found fulfillment in material possessions or social activities like visiting bars, clubs, or parties. Compounded by her attention deficit hyperactivity disorder, working in a traditional office setting with fixed hours became increasingly challenging for Gardner. Her peak productivity hours were early mornings and evenings, and the open-plan office environment did not cater to her needs. Enduring her afternoon energy slumps became draining over the years. Thus, five years ago, she made a pivotal decision she referred to as her “Jerry Maguire moment” – she resigned from her job, sold her flat, and returned to her parents’ home in Wiltshire. Currently, she works part-time in hospitality and indulges in crafting jewelry and ceramics in a shed in the garden. Despite the limited income, her expenses are minimal.
Living with her aging parents, she pays rent and bills while enjoying a separate yet interconnected life with them. Gardner views this arrangement as a privilege, cherishing moments of meditation and leisurely walks with her dog in nature. By breaking free from societal expectations and listening to her inner voice, she has found joy in life’s simple pleasures.
Gardner embodies the emerging trend known as the “soft life,” particularly prevalent among millennials like her. This generation, raised to value hard work, now faces economic challenges and recurrent recessions. The prevailing sentiment among millennials, Gen Z, and Alphas is that relentless dedication to work no longer guarantees rewards. Instead of conforming to the corporate world’s demands and striving for traditional markers of success, individuals are prioritizing personal happiness and well-being.
Gabrielle Judge, also known as the Anti Work Girlboss, popularized the concept of a “lazy girl job” on TikTok in 2023. After experiencing burnout in a tech job, she transitioned to a less stressful customer service role that allowed her to maintain financial stability while focusing on personal growth and relationships. Judge’s online presence has fostered a community advocating for a healthier work-life balance, promoting ideas such as a four-day workweek and adequate compensation for essential needs.
Abadesi Osunsade, CEO of Hustle Crew and co-host of the Techish podcast, emphasizes the importance of setting boundaries and prioritizing well-being in the modern work landscape. Having endured burnout during her tech startup days, Osunsade now advocates for integrating “softness” into one’s routine, emphasizing the significance of self-care and detaching productivity from self-worth. She challenges the societal notion that constant busyness equates to value, highlighting the need to redefine success beyond traditional metrics.
The rise of the “soft life” reflects a broader societal shift influenced by economic and political factors. The current climate, shaped by economic uncertainty and systemic inequalities, has prompted individuals to reassess their priorities and question the traditional norms of success. The narrative of relentless work ethic and perpetual striving is being challenged, giving rise to a more holistic approach that values personal fulfillment and mental well-being.
While critics may view the “soft life” as a form of laziness or entitlement, proponents like Osunsade argue that it represents a necessary reevaluation of societal expectations and individual priorities. By embracing a more balanced lifestyle and rejecting the pressure to constantly perform, individuals can cultivate a sense of fulfillment and authenticity. Ultimately, the “soft life” movement advocates for a shift towards valuing personal happiness and self-care in a world that often prioritizes productivity over well-being.