Authentic Marketing

CHAPTER 10Creating a Purpose-Driven Culture

Customers will never love a company until the employees love it first.¹

Simon Sinek

Answer the Generational Mandate

Moral purpose is the rallying cry of today’s workforce and of millennials in particular, who are now the largest generation in the workplace.² By 2025, this generation will comprise more than 75% of the workforce.³ However, the Deloitte Millennial Study 2018 revealed that nearly half of millennials plan to leave their jobs within two years.⁴ On top of that, reports indicate there are widespread talent and skill shortages, making attracting top talent with the right skills a top concern for business leaders.

To remain competitive, businesses must understand this is not your father’s—or maybe even your own—workforce. Millennials are completely different from baby boomers, who were driven more by employment stability and high pay. Millennials have different priorities, seeking to work for companies with the right ethics and the right efforts to do good for the world. A reminder of some stats on this:

• 85% of U.S. employees said they would stay longer with an employer with a high level of social responsibility.⁵
• 64% won’t take a job if a company doesn’t have strong corporate social responsibility (CSR) values.⁶
• 83% would be more loyal to a company that helps them contribute to social and environmental issues.⁷

All of these facts make moral purpose the new generational mandate . . . and it’s more important than money or ...