How Purpose Drives Fulfilment

Recently the concept of purpose-driven organisations has had significant attention. 

Beyond profit margins and market share, businesses recognise the transformative impact when their missions align with a higher purpose. There is a profound connection between a purpose-driven business and the fulfilment of employees, ultimately contributing to the overall success of the organisation.

Why focus on your purpose?

Get fulfilment through meaningful work

A sense of purpose in the workplace goes beyond the mundane tasks of daily routines; it involves contributing to something greater than oneself.

According to a study published in the Journal of Positive Psychology, individuals who find meaning in their work experience higher levels of job satisfaction and overall life satisfaction.

Victor Frankl, a renowned psychiatrist and Holocaust survivor, encapsulated this idea in his famous quote, "Success, like happiness, cannot be pursued; it must ensue, and it only does so as the unintended side effect of one's personal dedication to a cause greater than oneself."

Better employee engagement and retention

Purpose-driven businesses tend to attract and retain top talent more effectively. A survey by Deloitte found that 73% of employees who work for a purpose-driven company are engaged, compared to 23% of those who don't.

When employees feel connected to a meaningful mission, they are more likely to be committed to their roles and remain with the company for the long term.

Simon Sinek, a thought leader in organisational development, emphasises this connection: "People don't buy what you do; they buy why you do it."

This principle extends beyond customers to include employees who seek a deeper sense of purpose in their professional lives.

Increase motivation and productivity

A study conducted by researchers at the University of Warwick found that happy employees are 12% more productive than their counterparts.

When individuals understand the purpose behind their work, they are more motivated to contribute their best efforts. This increased motivation translates into higher levels of productivity, benefiting both employees and the organisation.

Zig Ziglar, a renowned motivational speaker, encapsulates this relationship between purpose and productivity: "You don't have to be great to start, but you have to start to be great." The initiation often stems from a sense of purpose that propels individuals to strive for excellence in their endeavours.

See a positive impact on company culture

A purpose-driven business fosters a positive and cohesive company culture.

When employees share a common mission, values, and goals, it creates a sense of unity and camaraderie within the workplace. This cultural cohesion enhances teamwork, communication, and a shared commitment to the organisation's success.

Peter Drucker, a management consultant, educator, and author, once stated, "Culture eats strategy for breakfast." This emphasizes the pivotal role of company culture, driven by a shared purpose, in shaping the success of an organization.

Higher customer loyalty and stronger brand reputation

Beyond internal benefits, a purpose-driven business positively impacts its external image.

Consumers today are more discerning and are increasingly drawn to businesses that demonstrate a commitment to social and environmental causes. A survey by Cone Communications found that 87% of consumers are more likely to purchase from a company that advocates for issues they care about.

Howard Schultz, the former CEO of Starbucks, acknowledged this synergy: "When you're surrounded by people who share a passionate commitment around a common purpose, anything is possible."

What's your purpose?

The intrinsic link between a purpose-driven business and employee fulfillment is a catalyst for success. The positive outcomes extend beyond the workplace to include increased employee engagement, motivation, and retention.

As businesses evolve, embracing a purpose that transcends profit becomes not only a strategic advantage but a moral imperative. By aligning the organisation with a meaningful mission, leaders can create a workplace where employees find fulfilment in their roles, ultimately contributing to the sustained success of the business.

In the words of Steve Jobs, "Your work is going to fill a large part of your life, and the only way to be truly satisfied is to do what you believe is great work." A purpose-driven business provides the platform for such greatness.

Spend time to articulate your purpose with your team and you will reap the rewards across many fronts for years to come.