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Your Employees Expect



The Power of Purpose and Benefits of B Corp

A 5-Part Blog Series. Welcome back to our 5-part blog series. This blog delves into why purpose truly matters to employees. Later in the series, we'll show you how B Corp can be your guiding light in turning purpose into meaningful action.


Employees recognise the vital role of businesses in solving social problems, yet over 55% believe businesses can do better, according to the 2022 Edelman Trust Barometer. The traditional focus on maximising shareholder value is no longer sufficient.


The modern workforce seeks more than financial success.

Millennials and Gen Z, who will comprise 75% of the workforce by 2025, prioritise a company's purpose when choosing employment. They seek purpose-driven companies aligned with their values and expect businesses to demonstrate their commitment to social and environmental responsibility.


Today’s employees won’t think twice about calling companies out for questionable ethics, dubious stands on human rights issues, or negative impacts on the environment. Whistleblowing is no longer rare, and platforms like Glassdoor allow employees to share their experiences anonymously.


The message to employers is stark: employees won’t stand for the conditions that characterised industrial relations for nearly 200 years. We’re evolving and we’re not going back.


Interviews are a two-way street. Benefits, leadership qualities, opportunities for development and purpose are all under the microscope.


When employees feel connected to a company's purpose, they become fully engaged, productive, and committed. Job satisfaction and company performance go up. Staff turnover goes down.


It's in these empowering environments that individuals thrive, pushing boundaries and unlocking their full potential for long-term success.


Stay tuned for Part 3, where we explore what B Corp is and how it offers a strategy to bring purpose into performance.

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