PEOPLE in Worcestershire define success as achieving personal ambitions rather than being rich, having designer clothes, or driving expensive cars.

Residents in the city would much rather be happy in their job and achieve a good work-life balance than have material goods.

And health, for a lot of them, is of prime importance too - a healthy person is a successful one.

The results mirror the findings of a national survey, where seven out of 10 people from the 2,000 surveyed said they would consider a fulfilled ambition a top factor in success.

Just 17 per cent of those questioned said people needed to earn a lot of money to be successful, and only six per cent thought a successful person needed to have a flashy lifestyle.

For Rachel Bucknall, care director at St Richard's Hospice, Worcester, money came bottom of the list.

She said: "It think success is having good health and a rewarding role in life - in terms of family and profession.

"I think it is also important to be able to contribute to your community in some way - that is a successful person to me."

Sheila Neary, who is part of the Droitwich Spa Older People's Forum, and also a campaign member of Save A Lido Today agreed with this.

She said: "If you enjoy life to the full then you are a success. I think as you get older your roles change and the way you are seen as a success alter according. Now I am retired, helping other people is important to me. Droitwich is such a small community and there isn't anyone you don't know.

"If you are liked by most of those people then I would consider

that to be success.

"When I was working it was being in a job I enjoyed and not dreading getting up every day."

A work-life balance, defined by 55 per cent in the national survey by RSGB Omnibus as being important, was also a big

factor locally.

Deborah Clarke-Sutton, PR and media executive at the Chamber of Commerce, Herefordshire and Worcestershire, said: "Doing something you enjoy at work and home is important.

"If you don't do that then you are going to be a lonely person. You can have all the money in the world and still not be happy."

Louise Hewett, the owner of Hewett Recruitment in Worcester and Kidderminster, wholeheartedly agreed.

She said: "I think there are two elements to success. The first, in business, has nothing to do with money - although that is always nice - but having the respect of your colleagues.

"Secondly, a family can make you successful. I feel proud to have brought up two well-adjusted

off-spring."

The results of the survey showed that nationally, people in the North West were most likely to equate being successful with earning a lot of money, with just under a quarter of people saying earnings were important.

Those in the South West and Wales were most likely to equate it with achieving personal goals.

And although people generally did not equate wealth with success, they thought a successful person would earn at least £49,000 a year.

Success to them would mean being able to take three holidays

a year, retire at the age of 53, and go out socialising at least three nights a week.