There is a question hanging in the air for a lot of people stepping into their next chapter:
Is this a wise moment to build or grow a business?

To answer that, we start with what is real.

A recent earnings analysis from CNBC showed a noticeable shift in consumer behavior. Discount retailers like Walmart, Dollar Tree, and Dollar General are now seeing increased traffic from households that traditionally shop elsewhere. Essentials are pulling people in, and the reason is simple. Grocery prices have climbed more than 30 percent since 2019 while incomes have not kept up. During a recent earnings call, Walmart CEO Doug McMillon noted:

“We continue to see customers across income cohorts looking for ways to save.”

This is not a small signal. It is the economic backdrop you are operating inside.

Then there is consumer confidence. The University of Michigan’s December Sentiment Index showed a slight improvement from November, but it remains close to levels typically seen during recessions. Their summary stated that many people are still concerned about inflation, job security, and global instability.

So if you have been feeling cautious or calculating, that is not anxiety. That is discernment.

But here is the interesting part. Even with this economic tension, people are not pulling away from entrepreneurship. Gusto’s 2025 New Business Report noted that nearly half of all new businesses launched in 2024 were founded by women. The report called it a historic shift, highlighting a movement toward flexibility, autonomy, and values-based work as motivators for leaving traditional employment.

In other words, people are not running from business ownership. They are running from environments that cost too much of their peace.

This is why leadership matters right now.
Not hype leadership.
Not “manifest it and wait.”
Actual leadership.
Grounded leadership.
Leadership that looks at the numbers, honors lived reality, and still makes intentional moves.

Here is what the data says is wise in this moment:

• Build lean

• Strengthen your value narrative

• Simplify your offers

• Keep systems tight and supportive

• Use tech with purpose

• Price based on true cost, not fear

This is not about surviving a storm.
This is about building with clarity inside a moment that is demanding honesty and alignment.

Lead in to January:
Next month we step into a deeper conversation about leadership and personal growth, especially for people who know they cannot build their next chapter with the habits of their last one.