As artificial intelligence (AI) transforms the world of work, intentional and purpose-driven employers are poised to thrive and win in this new landscape. While AI may automate tasks, it can’t replace the human touch, creativity, and empathy that define purpose-driven organizations.
PURPOSE is the new productivity,” declares John Mackey, co-founder and CEO of Whole Foods Market (Mackey, 2021). By prioritizing purpose, employers can unlock the full potential of their human capital, fostering a culture of innovation, collaboration, and growth.
According to a global survey by EY, 74% of employees say that working for a purpose-driven organization is essential or very important to them (EY, 2022). This is because purpose-driven employers create an environment where employees feel connected to something larger than themselves, driving engagement, motivation, and fulfillment.
In his book “Drive,” Daniel H. Pink argues that autonomy, mastery, and purpose are the key drivers of human motivation (Pink, 2009). Purpose-driven employers empower employees to take ownership of their work, develop new skills, and make meaningful contributions, leading to increased job satisfaction and retention.
Moreover, purpose-driven employers are better positioned to attract and retain top talent in a competitive job market. A survey by Glassdoor found that 77% of job seekers consider a company’s mission and values when making job decisions (Glassdoor, 2022).
The most successful companies in the future will be those that are purpose-driven, values-led, and have a strong sense of social responsibility,” says Richard Branson, founder of Virgin Group (Branson, 2020).
In the age of AI, purpose-driven employers will thrive by:
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Unlocking human potential: Fostering a culture of creativity, innovation, and growth.
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Building strong relationships: Creating a sense of community, trust, and belonging among employees, customers, and stakeholders.
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Driving innovation: Encouraging experimentation, risk-taking, and continuous learning.
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Attracting top talent: Appealing to employees who share the organization’s purpose and values.
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Making a positive impact: Contributing to the greater good and creating a better future for all.
We believe purpose-driven employers will thrive in the age of AI by harnessing the power of human creativity, empathy, and innovation. By prioritizing purpose, employers can build a strong, engaged, and motivated workforce, driving success and making a positive impact in the world.
Contact Good Intent for advisory services in this area.
References:
Branson, R. (2020). Why purpose is the key to success.
EY. (2022). How can purpose drive success in a post-pandemic world? EY.
Glassdoor. (2022). Mission & Values Matter: 77% of Job Seekers Consider Company Culture Before Applying. Glassdoor.
Mackey, J. (2021). Purpose is the new productivity. Fast Company.
Pink, D. H. (2009). Drive: The Surprising Truth About What Motivates Us. Riverhead Books.
Experience and Discernment from Good Intent Advisors