I’m trying to figure out whether what I’m going through is a genuine career realisation or just some kind of midlife crisis.
Here’s my story.
I’ve been working in marketing since I finished engineering. Over the last seven years, I’ve primarily worked across content marketing, SEO, content distribution, growth, and CRO. I also did a master’s in digital marketing in Ireland.
On paper, my career looks like a fairly standard marketing career. But when I look at the kind of work I’ve consistently enjoyed, I see a different pattern.
I’ve always been much more interested in understanding people than in applying short-term growth tactics.
For example, when developing a content or SEO strategy, I don’t naturally start with keywords or topics. I tend to think about the person first, their worldviews, anxieties, behaviors and then map those insights to keywords, content, and distribution strategies.
So, although my job titles have been in marketing, a common thread has always been understanding motivations and behaviour, and then building strategies or systems around them.
I’ve noticed the same thing outside of my career.
I’ve been investing as a retail investor for around five years and have read quite a bit about personal finance and investing. Again, I find myself gravitating toward the behavioural side of investing.
I’ve also recently started writing on Substack on the same.
Even my master's thesis was about understanding what motivates people to post political content online.
So when I look back at everything I’ve done, behaviour seems to be the common thread connecting most of my interests and work.
Where I’m stuck
I’m now 30, and I’m increasingly unsure whether I want to continue down the marketing path.
It’s not because I’m bad at it. My work produces results.
The problem is that I’m not enjoying it as much anymore.
With AI, a lot of marketing work has also become increasingly monotonous and robotic, at least from where I’m sitting. I’m finding it harder to feel like I’m doing deep, creative work that I can genuinely be proud of.
That has made me question whether I want to spend the next 20 years in marketing.
I’ve considered moving into finance because of my interest in investing and behavioural finance. But I’m also conscious that, at 30, there are plenty of people with much stronger formal credentials in finance than I have. I’m not sure I could make the same salary I currently make without starting considerably lower.
So I’ve started looking at careers where I can actually make use of this interest in behaviour.
A few possibilities I’ve considered:
1. Moving into fintech or a brokerage
Perhaps I could work on behavioural-finance content, investor education, customer research, or content strategy for a fintech or brokerage.
2. Going back to university
I’ve considered doing another master's from a more reputed university, this time specialising in behavioural science, behavioural economics, or a related field, and eventually moving into research.
3. Moving into behavioural science / nudge organisations
I recently came across organisations that work on behavioural research, policy design, and interventions intended to influence human behaviour.
That immediately caught my attention because it seems much closer to the kind of questions I’ve been interested in throughout my career.
But I have no idea how realistic such a transition would be for someone with my background.
So this is what I’m trying to figure out
I’m trying to figure out whether there’s a career somewhere at the intersection of behavioural science, research, communication where my existing experience could actually be an advantage.
For those who have made a significant career change after 30:
How did you approach it?
Did you gradually transition using your existing skills, or did you completely retrain?
And if you work in behavioural science, behavioural economics, or something adjacent, I’d particularly love to hear how you got there and what the actual day-to-day work looks like.