What the Words of 2025 Reveal About the Reality of Entrepreneurship

One way to take the pulse of a year is to look at the word (s) used to define it.

In 2025, three major dictionaries named their Words of the Year:

• “Slop” (Merriam-Webster)

• “Rage bait” (Oxford)

• “Parasocial” (Cambridge)

  
  

Out of curiosity, we asked ChatGPT to identify the common thread between these words and how they relate to the state of entrepreneurship. The response was striking:

“Slop, rage bait, and parasocial all describe different symptoms of the same underlying condition: an attention-scarce, incentive-distorted economy where visibility often outpaces value.”

Pretty spot on.

Entrepreneurship in the Attention Economy

Today’s CPG founders aren’t just building products. They’re building a brand. Entrepreneurs are expected to wear every hat: operations, finance, marketing, customer relations, logistics, sales and now, content creator. They’re asked to show up constantly, across platforms, in ways that feel authentic and credible, even as AI becomes a necessary tool to keep up with the pace.

It’s exhausting.

And yet, each January, founders still begin with intention. They set goals. They choose a word to focus their energy on. They manifest a vision. Then life, the world, and business inevitably intervene. In our blog post “Founders Share Their Word for 2025,” we asked members of the Enthuse Foundation community what they wanted to focus on for the year ahead.

As 2025 drew to a close, we checked back in: Did reality match their intentions? Did the word still hold? Here’s what they shared.

Baronessa Bonano, Billi Coffee

Beginning of 2025:"I'm focusing on being 100 in all areas of life—mind, body, spirit, and transformation."

End of 2025:"At the start of the year, I believed focusing on being ‘100’ meant operating at full throttle in every area of life and business. As the year unfolded, I realized it meant being fully honest about my capacity, needs, and boundaries. Some days being ‘100’ looked like big, visible wins. Other days, it meant resting, delegating, or saying no to protect the bigger vision. I didn’t pivot—I dove deeper into it."

Lynn Scarborough, Cheeza Pleeza

Beginning of 2025: "This year, I'm embracing balance. I need to think of running my business as a marathon and not a sprint."

End of 2025: "I’m thrilled to say I took a much-needed family vacation. Last year, I made a conscious effort to slow down, cherish friendships, and truly rest. To other founders, I’d say: breathe, give yourself some grace, shrug off the guilt—and have a dance party in your kitchen.

Kathrin Henon, PLANET BAKE

Beginning of 2025: "I'm laser-focused on profitability in 2025. What strategies can I use to ensure profitability, and how can I restructure to make that goal a reality?"

End of 2025: "2025 was a rollercoaster. We faced multiple out-of-stocks and supply chain delays. One of my biggest lessons was learning not to rely on just one partner or vendor."

The Real Resolution

The world moves quickly. Even the most thoughtful goals are tested by circumstances beyond our control. That’s why, as we look toward a new year, we encourage founders to adopt a different kind of  New Year’s Resolution: Have A Heart to Heart with Your Business.

Ask what it truly needs from you – not what the algorithm, the market, or the noise demands.

As Baronessa put it best:

“I was surprised by how much progress I made when I stopped trying to ‘earn’ my success through burnout. I learned that rest, joy, and emotional well-being are business strategies. When I protected my energy and created better boundaries, I became more creative, more decisive, and a better leader for my team and brand.”

Bottom line: The best-laid plans will change. The most successful founders aren’t the ones who push harder at all costs but the ones who adapt, pivot, and recognize that every day is a chance to set a new word or intention.