Working with your Purpose
It feels almost unbelievable to put into words the things I’m about to share. Those of you who read my 2023 end-of-year reflection know that my biggest realisation and aspiration was to work on transforming the economic system in 2024. The past few months have been so busy that I hadn’t even realised this is exactly what I’m now doing.
In January, I began my year in Spain, continued building my newsletter, developed the course in Inner & Outer Sustainability, and launched my coaching programme. All while exploring opportunities in systems change. I completed several courses on EU policy work, Offers & Needs Markets from the Post Growth Institute, and the Meta Crisis Diplomats course. I delved deeper into Nate Hagens's work and committed to learning more about how the economic system relates to the meta-crisis, trusting that paid opportunities would come.
I must admit, “to jump” has not been easy (and this is the third year I’m doing it). Of course, the idea of being a self-employed entrepreneur while working for economic system change didn’t seem to be the best fit. My “product,” after all, is about transferring capital, transforming financial institutions, replacing GDP in the long term, and shortening work weeks, all while strengthening democracy and human rights. These aren’t exactly high-demand topics at the moment, not even as an employee.
Not long after I returned from Spain to Sweden, while hosting my course, embracing my first coaching sessions, and planning for the summer, things started to fall into place. I accepted a two-year position as a board member of the non-profit organisation Wellbeing Economy Alliance Sweden. I also became a board member of the member-based ethical bank JAK. The latter wasn’t an obvious choice since the bank is undergoing a major transformation. However, I couldn’t be happier with the role, it feels like the perfect match for my sustainability expertise and my eagerness to learn more about the financial system, including its rules and regulations.
In June, I accepted the position of Communication Manager at ECOnGOOD International, with responsibility for research, science, and EU policy work. ECOnGOOD is an umbrella organisation for the Economy for the Common Good movement, and my role is a senior management position. All those years in civil society have proven invaluable as I help build an organisation ready for international growth and meaningful impact.
Balancing commitments
Now, about 70% of my working time is dedicated to economic system change. I remain on the board of Sweden’s largest animal rights organisation, and I’m still the CEO of A Sustainable Closet (ASC). While I had to pause my course for obvious reasons, despite this spring’s amazing participants, and I’ve continued to coach a select handful of clients.
I still do public speaking on sustainability from time to time. Those who’ve heard me know that I now always include mental health and democracy in my talks. There’s no sustainable world without these two. Increasingly, I’ve been focusing on public speaking and consulting on economic systems, covering topics like measures beyond GDP and supporting organisations with report writing.
I’ve done all this this year, while ASC grew by 43%, with more than 10,000 monthly readers, several collaborations each year, and hundreds of loyal subscribers. It’s been five years since I started the platform, and the growth has been entirely organic. I’m certain ASC would have grown even larger had I been able to dedicate myself to it full-time, but I’m perfectly content working on it a few hours a week. I enjoy the pace of slow business, and it allows me to focus on topics I’m personally passionate about. Next year, ASC will embark on an exciting new journey, stay tuned for updates!
I’ve also dedicated time to political work, a new and fascinating area for me. While I don’t share much about this on my platforms, I’ve found it surprisingly easy to contribute on a local level. Whether politics will become a significant part of my life remains to be seen, but I’m open to stepping into a political role if it enables me (with members’ and voters’ support) to advance economic reform, well-being, and prosperity for all.
Inner Transformation
When looking at 2024, I can’t ignore the challenging times we live in. The world feels like a dark place, and I’ve cried several times over its injustices and hardships. Yet despite this darkness, my inner light grows stronger. I feel more capable, more ready to shoulder greater responsibility, and eager to help clients and collaborators create meaningful change. I truly believe we can transform the economic system and that we’re more capable than we realise of reshaping our lives. Sometimes, we just need to let go and trust, trust in ourselves, in our calling, and in the process.
Many people ask me how I manage to do so much or why things seem to manifest and change so easily in my life. I don’t believe I have any special gifts, nor is it simple to explain the journey of the past few years in just a few words. However, I do believe that when we know what we deeply care about, remain curious, and take action, it becomes easier to arrive at a place of contentment.
Yes, hard work, networking, and all those practical efforts are important. But even more crucial is knowing when to say no and allowing ourselves to rest. It’s not about forcing outcomes—it’s about serving a greater purpose. When we let go of the obsession with “I” and focus on becoming better versions of ourselves, life flows more naturally. I know it sounds like a cliché, but it’s clear to me that outer change begins with inner transformation.
This year, I was ready to release some deeply rooted limiting beliefs. I embraced a sense of inner freedom, learned to truly love myself, and allowed myself to live life on my own terms. I let go of carrying the weight of the world on my shoulders and instead approached life from a place of love and care.
The world doesn’t need everyone to have purposes like mine or to drive systemic change. What it truly needs are more relaxed, content individuals. So while this article highlights my professional transformation and sets out a few intentions for 2025, it ultimately circles back to love and trust: love and trust in ourselves, in others, and in the universe.
My Intentions for 2025:
Advancing international and national policy-making to move beyond GDP towards wellbeing economics.
Increasing seminars, speaking engagements, and events to educate others on economic system change.
Supporting businesses and organisations in creating economic impact.
Researching and writing articles and reports to enhance policy-making and understanding of economic system change.
Securing personal support for communication activities, course creation, speaking requests, collaborations, social media management, and course implementation.
Guiding more individuals to fulfil their dreams and make a difference.
Launching ASC’s new platform!
It’s wonderful to end the year feeling empowered, uplifted, and motivated. But first, as always, I’m taking three weeks off to focus on what matters most: my health, my husband, my family, and my friends.
Wishing you all a Happy New Year and joyful holidays!
See you in 2025!