Purpose has become a deciding factor in hiring and retention. Here is the evidence, on one page.
From Deloitte’s 2025 survey of 23,482 workers across 44 countries:
of Gen Z (89%) and millennials (92%) say a sense of purpose is important to their job satisfaction and well-being.
Deloitte 2025 Gen Z and Millennial Surveyhave already left a role because it lacked purpose. Around 40% have rejected an employer over values.
Deloitte 2025 Gen Z and Millennial Surveyof an employee’s annual salary: the typical cost of replacing them, counting recruiting, onboarding, and lost productivity. One preventable departure is a major financial event for a small business.
Gallup, 2019When employees believe in what the business stands for, the returns show up on the payroll math:
higher employee retention at purpose-led companies.
Deloittelower turnover among newer employees who take part in purpose programs.
Benevity, 2022more likely to recommend their employer to job seekers when employees volunteer through the business.
Ares Management, 2023Engaged teams don’t just stay. They change what customers experience:
higher profitability for highly engaged teams, with 18% greater productivity and 10% more customer loyalty.
Gallupof employees trust their own employer, more than they trust business, media, or government. Proud employees are your most believed voice.
Edelman Trust Barometer, 2026A business that visibly stands for something in its community gives good people a reason to join, a reason to stay, and a reason to say so.
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