In the business world, “purpose” was all the buzz in 2022, impacting everything from hiring and retention to productivity and profits. Purpose was such a big deal that it became the subject of numerous research projects with striking findings. For example, Great Place to Work reports that team members who find purpose in their jobs are three times more likely to stay with the company. McKinsey & Company says “purposeful” employees are four times more engaged. Cone/Porter Novelli found that 66% of consumers would switch and 57% would pay more for a purpose-driven brand. And Dynata calculated that 85 million U.S. consumers make buying decisions based on brand purpose.
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