For businesses aspiring to become purpose-driven, real change comes about through transformation, not just a memorable tagline.
Purpose needs to be embedded throughout an organisation to make a difference.
What is the Purpose Gap?
This summer, research we commissioned with YouGov revealed a Purpose Gap between the purpose rhetoric of leaders and marketing teams and the purpose reality experienced by employees.
We heard from 1,000 employees at large businesses and two headline stats stood out and really captured our attention:
70% of employees felt that purpose statements made by their company either conflicted or only partially aligned with their day-to-day experience.
64% of employees felt that since setting out its purpose, their business had either not changed only a little or not at all.
What’s my Purpose Gap?
Clearly, for many businesses purpose isn’t showing up in the way they would want it to and the Purpose Gap varies across industries.
The following sectors have the biggest purpose gap, performing worse than the large business average on both the stats mentioned above:
– Transportation and distribution (83% and 65%)
– Finance and accounting (75% and 70%)
– Manufacturing (74% and 69%)
There is real appetite for purpose
Whilst there is a Purpose Gap, it is evident that employees want to see their employer do more to close it. This perhaps isn’t surprising knowing how important purpose is to people, for example, people who can live their purpose at work are 6 times more likely to want to stay at the company.
Our research found that almost half (48%) of people want to see more action on purpose from their employer.
This presents an exciting opportunity for businesses to tap into, because closing the Purpose Gap won’t only help business unlock the benefits that come from being more purpose-driven, but it will also meet the expectations of their employees for more action on purpose.
Get in touch if you would like to learn more about the Purpose Gap and how your industry compares.
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Why I feel so proud to come second
Last week, Given was one of eight agencies to reach the final of this year’s Creative Shootout. A bonkers day where we all had four hours to respond to a brief set by Carers UK.
Hello world, our new website is here
When it comes to internal projects – sometimes things need that little bit more of a push. After all, when there’s client work on the way, well, internal work just needs to stay (temporarily) at bay.
Bringing out the big guns for Creative Shootout
We’re through! Given has made the final to compete in the year’s most intense creative competition, Creative Shootout. On 25th January at BAFTA we’ll be put to the test with a sprint brief from Carers UK in the hopes of winning a prize fund, media partnerships and the opportunity to stage our campaign.
Our perspective on purpose
What’s the purpose of purpose? At Given, we see purpose as a management approach. One that creates business value by profitably solving the problems of people and the planet. It’s a company’s core reason for being, and is how it can have a unique, positive impact on the world.
In 2022, we took the airwaves for the first time with our podcast Purposing. Two seasons and 16 episodes later, we’re still lifting the lid on how to run a truly purposeful business. ‘Purposing’ is a podcast for CEOs, senior leaders and wanting to understand how to put purpose into practice.
Insiders’ Guide to Purpose
S2/Ep8 of the Purposing podcast with Steve Waygood
If we don’t fix the market, we won’t fix climate change
S2/Ep7 of the Purposing podcast with Char Love
Moving faster, aiming higher, and digging deeper - the role of advocacy in purpose-driven businesses
S2/Ep6 of the Purposing podcast with Dr Sally Uren
Why systems thinking is essential for purpose-driven businesses
Insiders’ Guide to Purpose #3 – Bringing purpose to your culture
Just like purpose, organisational culture has never been higher up the boardroom agenda. The Insiders' Guide to Purpose 3 will help you unlock the benefits of a purpose-driven culture
S2/Ep5 of the Purposing podcast with Jessie Macneil-Brown
How Ben & Jerry’s put fearless activism at the core of their social mission, with Jessie Macneil-Brown, Head of Social Mission Europe at Ben & Jerry’s
S2/Ep4 of the Purposing podcast with Hayley Still
How to disrupt an industry through purpose, with Hayley Still, CEO at Hydrogen Group