We hear it all the time—Gen Z wants purpose and meaning at work. A recent study found that 82% of Gen Z says purpose at work is important. But here’s the truth: it’s not just Gen Z.
Everyone wants to feel that their work matters—Gen Z is just louder about it.
So if purpose is so important, why do so few leaders make sure their employees feel it?
A. They haven’t thought about it.
B. They don’t have time to think about it.
C. They don’t know how to do it.
D. All of the above.
The answer is, of course, D.
Here’s what I know from speaking to leaders like you every day:
Great Human Leaders are intentional about connecting their people to purpose. And when they do, it leads to higher engagement, better productivity, stronger well-being, and lower turnover.
The good news? It’s not rocket science. It just takes a little time and attention.
Here are three real stories from leaders I’ve worked with:
- A leader at a nanny agency recently met with a junior team member responsible for conducting reference checks—a role that can feel repetitive and mundane. Instead of letting it be “just a task,” the leader connected it to the bigger picture—explaining that reference checks are critical to ensuring families find great nannies, which leads to happy families and safe children.
The result? The employee showed up to work with “more energy, enthusiasm, and motivation” because she understood the impact she was making.
- The digital team manager at a healthcare nonprofit did something similar for his team who works in technical, back-office roles that often seem “far removed” from the frontline mission. But he made a point to remind them how their work—designing a new, user-friendly website—helped patients in crisis find life-saving information.
The result? His team felt more connected to their work and the people they served, i.e. saved.
- And of course, there’s David Siegel, one of my favorite Great Human Leaders (who I profiled in The Retention Revolution). Every time Meetup hired a new employee, David personally connected their role to the company’s mission—and even sent them a handwritten note like this:
“I was so excited to hear the group news that you will be joining Meetup. Have heard such great feedback about you. Program management and ensuring great operations will elevate all of our product team efforts and drive meaningful impact. It’s such a critical role.
See you in August and take care.
David”
The result? Employees felt seen, valued, and motivated from Day One.
Now it’s your turn.
Left to our own devices, these conversations don’t just happen. But they should. And they can—starting now. Here’s what I’d love for you to do:
- Think about one specific employee on your team.
- Ask yourself: How does their role support the mission and values of your organization?
- Tell them! In person, over the phone, email, or even in a Slack message—just make sure they hear it.
And if you’re up for it, email me and tell me how it goes!
Because here’s the thing—connecting people to purpose isn’t just good for the people on your team.
It’s good for you as a Great Human Leader.
And it’s great for business.
2/25/25
