Questions & answers

It comes from a simple observation: the old idea of success, defined by more money, more growth, more things, is losing its meaning. It no longer tells us whether life is actually working. “Quality of life is the new success” is the shift we stand for – a more honest measure that looks at how people live, how organisations function, and how places feel to live in. It moves the focus from accumulation to wellbeing, balance, and real human progress.

More than wellbeing. More than happiness. Quality of life is the full picture of what it means to live well – having your basic needs met, doing work that supports rather than drains you, feeling connected, and being part of something that is going somewhere good. It is the measure that GDP never captured.

Business Hippie Club is a platform for people, organisations, and places that want to redefine success through quality of life. It brings together ideas, frameworks, and practical work to help shift focus away from output and growth as the only measures, and towards how life is actually experienced. The aim is to support better decisions about how we live, work, and build, with quality of life as the central lens.

Those are real and important. But they tend to measure what organisations do, not what life actually feels like. Quality of life starts from the other end — from the person, the neighbourhood, the daily experience — and works outward. ESG asks “is the company behaving well?” Quality of life asks “is life actually good?”

Business Hippie Club is for people who are rethinking how they live and work, for businesses that want to function in a way that genuinely works for people, and for cities, policymakers, and planners who are shaping places where life should actually feel good. All three are the same person at different scales.

The 17 Living Goals are BHC’s framework for what quality of life actually looks like in practice. They span four dimensions: Live Good, Work Good, Feel Good, Do Good, and cover everything from basic dignity and nourishing food to belonging, meaningful work, and protecting the future. Three of them are BHC originals: goals that don’t exist in the SDGs or any other framework but that real life clearly requires.

They build on the UN’s Sustainable Development Goals – one of the most serious attempts to define what a good world looks like. But the SDGs were designed for governments and institutions, not for daily life. We adapted them, stripped the bureaucratic framing, added what was missing, and made them useful for people and organisations that actually want to work with it.

The four dimensions are Live Good, Work Good, Feel Good, and Do Good. They are not separate boxes, but four lenses on the same reality: how life is lived, experienced, and shaped. Live Good is about the conditions of daily life, Work Good is about how we contribute and earn, Feel Good is about inner balance, physical health, and connection with others, and Do Good is about impact beyond ourselves. The things that matter most tend to live across all four dimensions together, not in just one of them.

The QOL diagnostic tool is a simple self-assessment based on the 17 Living Goals. You choose the perspective, your personal life, a business, or even a city, and then reflect on each goal as its actually is. The result is a clear profile of where things stand across quality of life today. It is not about ideals or intentions, but about reality as it is, giving a grounded starting point for better decisions and direction.

The QOL Atlas is a monthly reading of how quality of life is shifting across society. It combines public signals, observed patterns, and real conversations to show how daily life is being experienced across places and themes. Each edition is structured through four lenses to reveal where pressure is building, where things are working, and where change is emerging.

The Quality of Life Tour is our fieldwork in motion. We move through cities and events to understand how quality of life is actually lived on the ground. It is about spending time in places, observing daily reality, and speaking with people to sense what is working, what is under pressure, and what is quietly changing. The Tour feeds directly into the QOL publications, turning lived experience into patterns and direction for people, businesses, and cities.

Because the word holds a useful refusal inside it. A hippie, at its core, is someone who does not fully accept the dominant definition of success. That stance is still relevant, just in a more grounded, practical form. We are not romantic about it. A Business Hippie is someone who builds, leads, or runs things, but starts from a different assumption: that quality of life is not a side effect of success, it is the measure of it.

It is both a media space and a consultancy, but neither label fully captures it. We publish to shape awareness and shift how people think about success. We work with organisations and places to apply these ideas in practice. Underneath it all, we are building a serious framework for quality of life that can guide real decisions.

The aim is not only understanding, but adoption. Helping people use this lens to shape a more meaningful world. In that sense, it is infrastructure for a different way of measuring what matters, and a quiet push toward creating (y)our ideal world.

Start with the 17 Living Goals. They give you the full picture of what quality of life actually means – and where you stand in relation to it. Everything else follows from there.