Why does purpose matter? Five reasons.

Over at IDEO U I recently came across a great article highlighting five reasons backed with research and studies on why purpose matters. It boils down to this:

But the research is clear, individuals are more fulfilled and organizations perform better when they’re rooted in an authentic purpose.

It’s a quick and simple read with some nice colorful infographics. Here are the five reasons:

  1. Lower risk of death - “researchers found that people who demonstrate a sense of purpose in their lives have a 15% lower risk of death
  2. More fulfilled at work - “The 2015 U.S. Purpose Index study found that purpose-oriented employees have 64% higher levels of fulfillment in their work.
  3. Higher employee retention
  4. Meaning over recognition - “84 percent of millennials say that making a difference is more important than professional recognition.
  5. Higher returns for purpose-driven companies

In case you’re interested, here are the studies and research the article refers to.

  1. Purpose in Life as a Predictor of Mortality Across Adulthood
  2. 2016 Workforce Purpose Index Study
  3. Becoming irresistible: A new model for employee engagement
  4. 6 MILLENNIAL MOTIVATORS: A GUIDE TO WHAT MOTIVATES MILLENNIALS AT WORK
  5. Why a Purpose-Driven Mission Is Key to Motivating Millennials
  6. Firms of Endearment

If you’re interested in more research and studies about purpose, I have a list over here.