Purpose as something businesses should care about has gained huge momentum in recent times.

Many credit the purpose revolution – if that is what we want to call it – with the millennial generation questioning this organisational construct, redefining loyalty and searching for meaning in the workplace. Yet when we dig into the views of the multiple generations now spanning the typical workforce, we find the search for meaning is not exclusively for millennials or even centennials – everyone wants to be talking with pride about what drives their company and how they contribute to something that counts in the world.

Read more about the fundamentals of a purpose-driven organisation.