When "Good Enough" Becomes Good Strategy: Understanding Quiet Quitting in Creative Work

The creative industries have always been known for their intense pace and passionate people. But lately, there's been a shift. More creatives are questioning whether doing the bare minimum at work is actually a form of self-preservation rather than laziness. It's a conversation that's particularly relevant after the burnout many experienced during the pandemic years.

This question was answered by industry leaders who understand both the pressures and possibilities of creative work. Nicky Bryson, Principal and Co-founder of Sayers Brand Momentum, brings deep experience in brand strategy and cultural transformation. Martine Beaumont, founder and CEO of Select Wellness, is a mental health expert with over 30 years of experience supporting workplace wellbeing. Andy Wright, host and CEO of Streamtime, has spent years advocating for healthier creative businesses and co-chairs the Mentally-Healthy Change Group.

The Death of the Girl Boss Dream

Nicky offers a particularly insightful perspective on why quiet quitting has gained traction, especially among women in creative fields. She points to "the decline in the girl boss aesthetic," explaining how capitalism sold us the idea that climbing the corporate ladder through sheer determination would eventually pay off.

"Everything will be equal if we bang on doors enough, if we're confident enough and bossy enough and assertive enough," Nicky explains. "But people are like, I don't actually think that's paid off. I'm tired, I'm burnt out. I might have a few more dollars in my purse, but am I really happy?"

This shift represents something bigger than just workplace attitudes. It's a fundamental questioning of whether traditional career ambition actually delivers the satisfaction it promises.

Setting Boundaries Isn't Quitting

The conversation reveals an important distinction: quiet quitting isn't necessarily about being lazy or uncommitted. Instead, it can be about establishing healthy boundaries that many workplaces have systematically eroded over time.

"I think quiet quitting's great to a degree," Nicky says. "I think that you should do what your job is. I think that we've manipulated people to feel that they need to do a lot more."

The key insight here is that doing your actual job description shouldn't be considered the minimum. It should be considered doing your job. The expectation that everyone should constantly go above and beyond has created an unsustainable culture where normal performance feels inadequate.

When Passion Meets Burnout

Martine brings the mental health perspective to this discussion, highlighting how the creative industries' intrinsic motivation can sometimes work against wellbeing. She notes that while quiet quitting might be appropriate in jobs lacking meaning or purpose, creative work presents a different challenge.

"In our industry, it's not a quitting thing, I think it's a look after yourself so you can do your best work," Martine explains. This distinction is crucial for creatives who often struggle with the tension between their passion for the work and their need for sustainable practices.

The data Martine references is sobering: recent research shows that 70% of people in the creative industries have worked while feeling sick in the last month, with 22% doing so for more than a week. These statistics suggest that the problem isn't people doing too little, but rather people consistently doing too much at the expense of their health.

The Generational Shift

Andy acknowledges the broader generational change happening in attitudes toward work. He expresses gratitude for younger workers who are challenging embedded systems of workaholism that previous generations simply accepted.

"I feel really grateful for the younger generation coming up and challenging this because I think it's long overdue," Andy reflects. "I've been wondering how is the system going to change, and finally it's like the little revolution's happening."

This perspective reframes quiet quitting not as a problem to be solved, but as a necessary correction to unsustainable workplace cultures that have prioritised productivity over people for too long.

The Regulatory Response

The conversation also touches on how this cultural shift is being supported by new workplace regulations. Andy mentions emerging requirements for companies to address psychosocial risks, including reasonable workloads and proper job design.

This regulatory backing suggests that quiet quitting isn't just a trend, but part of a broader recognition that traditional approaches to work intensity are genuinely harmful and unsustainable.

Finding Your Own Balance

The discussion ultimately suggests that there's no one-size-fits-all approach to work intensity. The key is being intentional about your choices rather than defaulting to overwork because it's expected.

"If you're empowered and passionate and there's something at work that really inspires you, then do it," Nicky advises. "But don't do it because of presenteeism or because you feel like you're not employable if you don't."

This nuanced view recognises that some people genuinely thrive on high-intensity work, while others perform better with clearer boundaries. The problem isn't either approach, but rather the lack of choice and the pressure to conform to unsustainable expectations.

Redefining Professional Success

What emerges from this conversation is a redefinition of what professional success looks like. Rather than measuring success purely through hours worked or projects completed, there's a growing recognition that sustainable performance requires sustainable practices.

For creatives specifically, this might mean protecting the mental and emotional resources that fuel creativity. It's hard to produce innovative, thoughtful work when you're constantly exhausted or stressed.

Moving Forward Thoughtfully

The quiet quitting conversation isn't really about doing less work. It's about doing work more thoughtfully, with better boundaries and clearer expectations. For an industry that depends on creativity and innovation, this shift toward sustainability might actually improve the quality of output rather than diminish it.

Whether you call it quiet quitting, setting boundaries, or simply doing your job, the underlying message is the same: your wellbeing matters, and protecting it isn't selfish or unprofessional. It's necessary for both your long-term career success and your personal happiness.