The Need for Purpose

Introduction

Work has always been more than a means to an end. It’s a stage where we perform the roles that define us, a canvas on which we paint our aspirations. Yet, in a world that moves faster every day, where goals feel fleeting and life often seems like a string of disconnected tasks, the question of purpose has become more urgent than ever.

Purpose isn’t about chasing perfection or climbing higher than everyone else. It’s about direction — knowing why you’re doing what you do and feeling connected to something greater than yourself. Whether in business or life, purpose is the compass that keeps us steady amidst the stormy weather life throws our way.

But why has the pursuit of purpose become so crucial in the modern age? Why does it seem like so many people are hungry for something more from their work and life than just the basics? The answer lies in the way purpose influences not only the individual but the collective, shaping how we approach challenges, growth, and connection in increasingly complex times.

Beyond the daily grind

Today, people want more from work than just a pay cheque. The nine-to-five grind doesn’t cut it if it lacks meaning. The search for purpose has become a defining feature of modern life, influencing not only work but also relationships, leisure, and even self-care. In the wake of global disruptions, hybrid work models, and shifting expectations of employers, people are more willing to explore how their work connects to something bigger than themselves. Once you find that purpose, all of a sudden everything clicks into gear.

Consider this: why do some people thrive in demanding jobs while others crumble? It’s not just about skill or stamina –– it’s about connection. When work aligns with purpose, even the most mundane tasks take on meaning. A barista isn’t just making coffee, they’re creating moments of joy for their customers. A coder isn’t simply writing lines of code; they’re building tools that might change the way people live and work.

Purpose doesn’t eliminate hardship, it redefines it. Challenges become stepping stones rather than roadblocks, and successes feel richer because they’re tied to something greater than personal gain. That’s why purpose-driven work is often associated with higher job satisfaction, increased resilience, and a sense of fulfilment. It turns the ordinary into something extraordinary.

Nick Craig and Scott Snook, in their work on purpose-driven leadership, argue that “purpose is increasingly being touted as the key to navigating the complex, volatile, ambiguous world we face today, where strategy is ever-changing and few decisions are obviously right or wrong” [1]. This perspective is crucial — purpose is not about finding a simple solution in a complex world; it’s about maintaining focus and clarity amid the uncertainty. It gives us the resilience to keep moving forward when things aren’t clear and the confidence to make decisions that align with our values.

Similarly, sociologist Dr Tracy Brower points out that “purpose is critical for both people and organisations” as we face a rapidly evolving work environment, especially in the wake of recent global disruptions [2]. The need to re-motivate ourselves and ensure we attract and retain top talent is heightened, with purpose playing a central role in both personal and organisational success. Bower highlights that organisations that embed purpose into their core strategy are likely to see stronger employee engagement and greater overall success.

Nell Derick Debevoise, author of Going First: Finding the Courage to Lead Purposefully and Inspire Action, echoes this sentiment, noting that “purpose doesn’t have to address all the world’s problems or even its biggest ones” [3]. She suggests that purpose can be as simple as focusing on the problems within our “circle of influence,” thus offering a way for each of us to contribute to meaningful solutions, even if on a smaller scale. This framing of purpose reminds us that we don’t have to solve everything, but we can make an impact where we are most effective.

Meanwhile, Forbes’ editor for Communities and Leadership, Samantha Todd-Ryan, emphasises that purpose is deeply wired into us as humans. “We have an inherent desire to be part of something that’s bigger than ourselves,” she writes, acknowledging how the drive to contribute to something larger than ourselves connects to our deeper need for meaning [4]. When we can see the tangible impact of our work, whether on an individual, organisational, or societal level, it deepens our sense of purpose and motivates us to continue contributing.

Fulfilment

For individuals, purpose can be life-changing. It’s not just about happiness — it’s about fulfilment. Studies consistently show that people who live with purpose report better mental health, greater resilience, and even longer lifespans. Purpose drives us to align our daily actions with our deepest values, creating a more harmonious life.

Imagine a teacher who wakes up every day knowing they’re shaping the minds of the next generation. Even on hard days, they keep going because their work isn’t just about them. Purpose gives us a reason to rise and meet life’s challenges with a sense of determination rather than dread.

Purpose is not the exclusive domain of noble professions or lofty ambitions, however. It’s found in the mindset we bring to whatever we do. A gardener nurturing plants, a customer service representative solving problems, or a parent making breakfast for their kids — purpose is less about what you do and more about why you do it.

This intrinsic connection between purpose and personal well-being is not just anecdotal, it’s backed by science. A study published in the Journal of Affective Disorders found that people with a strong sense of purpose are less likely to experience stress and are more likely to recover quickly from setbacks [5]. Their sense of “why” provides a framework for understanding the “how.”

Indeed, Craig and Snook emphasise that “purpose is who you are and what makes you distinctive” [6]. It’s not merely a goal or a list of achievements, it’s an internal anchor that guides you through every stage of your life. It’s that which makes you uniquely you, something that those close to you would miss if it were gone.

Todd-Ryan notes that purpose is built into our DNA, adding that, “As human beings, we’re wired to connect, and part of purpose is serving others or serving the greater good” [7]. This makes purpose fundamentally social — it’s not just about individual goals, but how those goals tie into the well-being of others. The sense of meaning that comes from purposeful work contributes to greater resilience, allowing individuals to overcome obstacles and persist in the face of adversity.

Brower reinforces this idea, noting that “purpose is a belief that your life matters and that you make a difference” [8]. Aligning our work with a sense of purpose amplifies the impact of our efforts and makes even the smallest contribution feel significant. This connection to something greater than ourselves is what drives us forward, turning challenges into opportunities for growth.

Purpose at work

Purpose is not just an individual pursuit, it’s a collective one. For organisations, a strong sense of purpose can transform culture, inspire employees, and foster loyalty among customers. Purpose is no longer just a buzzword. It is the bedrock of business success, enabling companies to weather change, grow, and maintain their competitive edge.

Consider Patagonia, whose purpose — “We’re in business to save our home planet” — is more than a slogan. It’s the foundation of every decision they make, from their sustainable supply chains to their outspoken activism. This clarity inspires employees and resonates deeply with consumers.

The collective power of purpose is seen most clearly when individuals and teams unite behind a common cause. In their work with executives, Craig and Snook note that “purpose is the key to accelerating their growth and deepening their impact, in both their professional and personal lives” [9]. This deep connection to purpose doesn’t just drive business success — it fosters a greater sense of fulfilment and meaning.

Furthermore, Knowles et al. highlight that “purpose can have an impact on four business agendas,” including customer loyalty, employee engagement, governance, and overall strategy [10]. For companies to truly capitalise on purpose, it must align with their business objectives — whether it’s talent acquisition, product innovation, or global expansion. The most successful purpose-driven companies don’t treat purpose as a passing trend but rather embed it deeply within their strategy, ensuring that it contributes meaningfully to their long-term success.

Communications Director at Aker BioMarine, Lisa Miller, adds to this by noting that “purpose-driven companies grow three times faster than competitors on average,” with consumers increasingly drawn to brands with a strong sense of purpose [11]. This underscores the profound impact of purpose — not just in fostering employee satisfaction but also in attracting and retaining customers. In today’s competitive landscape, purpose is no longer just nice to have, it’s a critical business driver.

Building community

Purpose doesn’t just improve individual well-being or organisational success — it builds stronger communities. When teams share a common purpose, collaboration thrives. Employees are more willing to support one another, to listen, and to innovate.

In communities where purpose-driven organisations flourish, the ripple effects are palpable. Social responsibility initiatives, environmental sustainability programmes, and charitable endeavours are all manifestations of a collective commitment to something bigger than profits. As Brower observes, “purpose matters in many ways,” and the way we approach our work directly impacts the communities we serve [12]. Miller emphasises that “purpose is what a company and its employees must live up to each and every day” [13].

The dangers of purposelessness

Living or working without purpose is like being stuck in a hamster wheel: you’re moving, but you’re not going anywhere. This sense of aimlessness has real consequences. It can lead to burnout, dissatisfaction, and even physical health problems.

For businesses, the absence of purpose can be equally damaging. Without a clear mission, organisations become reactive, chasing profits at the expense of vision. Employees feel disengaged, and customers notice the cracks in the facade. Blockbuster is the oft-cited example. The company’s short-sighted focus on immediate profits led to its downfall. Purpose allowed Netflix to adapt and innovate while Blockbuster stagnated.

Craig and Snook further emphasise that “purpose is not some jargon-filled catch-all” [14]. It must be personal, specific, and authentic. Without it, both leaders and organisations risk falling into a cycle of superficial actions and unfulfilled ambitions. In the absence of purpose, growth is stunted, and progress becomes aimless.

Brower reinforces this by stressing that “purpose has renewed importance” as hybrid work models become more common. As people seek greater meaning in their work, the pressure to define and live by a purpose becomes even more vital for organisations aiming to engage and retain talent. Without purpose, companies risk losing their best employees, who increasingly expect their work to align with their personal values and long-term goals [15]. The Great Resignation was an example of this playing out on a grand scale.

A lifelong practice

Purpose isn’t something you find once and keep forever. It’s something you cultivate. For individuals, this starts with reflection. What truly matters to you? What makes you feel alive?

It’s not just about introspection — it’s about action. Setting meaningful goals, building strong relationships, and aligning your daily choices with your values are all ways to nurture purpose.

Organizations, too, must work to cultivate purpose. This means going beyond catchy mission statements and truly embedding purpose into their culture. It means listening to employees, aligning business practices with values, and celebrating progress along the way.

Craig and Snook suggest that “finding your leadership purpose is not easy,” and they’re right. It requires introspection and the courage to push past societal expectations to identify what truly drives you. But the reward is immense. As they put it, “When you have a clear sense of who you are, everything else follows naturally.” [16]