Top 10 Benefits of Purpose for Employers

Written By Afdhel Aziz

In our book, “Good is the New Cool Guide to Personal Purpose”, we explored the amazing benefits of Purpose for employers. It starts with having a clear organizational Purpose, and then ensuring that all employees find their own Purpose (something we do at Conspiracy of Love with our GPS to Purpose workshops). Fostering a deep and authentic connection between organizational and personal Purpose does everything from increasing engagement and reducing turnover, to driving innovation and growth.

Here are The Top 10 Benefits:

1. Lower Employee Turnover

Purpose-driven companies experience a 57% lower turnover rate, as engaging employees in meaningful activities like volunteering or donation matching fosters loyalty (Benevity, 2018).

2. Higher Employee Engagement

In purpose-driven companies, 63% of employees are engaged and thriving in their jobs, compared to only 31% at other companies, showing how Purpose fuels motivation (Blount and Leinwand, 2019).

3. Employer Advocacy

Purpose-driven employees are 47% more likely to promote their company and employers, making them valuable assets for a company’s employer brand (Parish and Hurst, 2021).

4. Boosted Productivity

Purpose-driven employees are 225% more productive, achieving significantly higher results than their peers (Garton and Mankins, 2015).

5. Increased Innovation

Companies driven by purpose are 30% more innovative, generating a higher amount of new ideas and products to stay ahead in competitive markets (O’Brien et al., 2019).

6. Accelerated Growth and Profitability

Over 90% of purpose-driven companies deliver growth and profits that are at or above industry average, proving that Purpose is good for business (Blount and Leinwand, 2019).

7. Compounded Annual Growth Rates

Purpose-driven companies posted compounded annual growth rates of 9.85%, compared to just 2.4% for the broader S&P 500 Consumer Sector (Korn Ferry).

8. Value Creation

C-suite leaders view talent impacts as the greatest driver of value, with 79% agreeing that Purpose supports talent recruitment, engagement, and retention (Deloitte, 2021).

9. Brand Value

Brands with high perceived positive impact have a brand value growth of 175% over a period of 12 years (Kantar, Purpose 2020).

10. Customer Loyalty

When customers believe a company has a strong purpose, they are:

  • 4x more likely to purchase from the company.

  • 6x more likely to defend the company in the event of a misstep or public criticism.

  • 4.5x more likely to champion the company and recommend it to friends and family.

  • 4.1x more likely to trust the company (Zeno Group, 2020).

These data points show how a strong sense of Purpose can drive everything from employee engagement to innovation and financial success.

Pre-order our new book now so you too can begin your journey to Purpose—and better physical, mental, and life outcomes.

Check out the Top 10 Benefits of Personal Purpose for Employees.

And if you’d like to speak to Conspiracy of Love about how Purpose can help drive your company culture, click here.

Afdhel Aziz

Founding Partner, Chief Purpose Officer at Conspiracy of Love

Afdhel is one of the most inspiring voices in the movement for business as a force for good.

Following a 20-year career leading brands at Procter & Gamble, Nokia, Heineken and Absolut Vodka in London and NY, Sri Lankan-born Afdhel now lives in California and inspires individuals and companies across the globe to find Purpose in their work.

Af writes for Forbes on the intersection of business and social impact, co-authored best-selling books ‘Good is the New Cool: Market Like You A Give a Damn’ and ‘Good is the New Cool: The Principles of Purpose’, and is an acclaimed keynote speaker featured at Cannes Lions, SXSW, TEDx, Advertising Week, Columbia University, and more.

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