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The last 10 years have shown a change

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in expectation.

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Businesses are much more expected to tackle

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and to solve big societal challenges than ever before.

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I think purpose plays an enormous role in helping businesses

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understand how they need to attack societal challenges

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and also motivate the employees within, to do it with them.

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In the next decade, the importance that purpose

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will take in companies will really come twofold.

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The first one is around the concept of resilience.

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Purpose offers an emotional anchor for employees

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during times of massive change.

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People are constantly grappling to understand

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their belongingness, it's part of our human nature

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and so if we have a core understanding

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and a locus of control that lets us think about

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the things we could change but still feel

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in control of our situation,

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that lends itself to resilience,

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it lends itself to strength,

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it lends itself to change that's beyond just incremental.

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Secondly, in the next decade, purpose will be important

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in attracting and retaining talent.

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Generation Z is much more interested

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in the value proposition and the authenticities

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between companies and employees than ever before

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and so in order to get the right people,

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in order to get the best talent in your organization,

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you must understand who you are,

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you must represent that to the people that you employ

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and then you must take it to the market

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and implement it in ways that are meaningful.

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We do have figures to show that purpose is working

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across various metrics and to be honest,

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a lot of people expect me to say it is around

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employee attrition or employee retention

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and that is true but there's also data

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that we would consider hard data

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around total shareholder return being raised

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by a significant amount over ten years.

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There is data around employees if they are

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inspired employees versus satisfied employees

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will be 225% more productive in their jobs.

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That's where innovation comes from.

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That's where true engagement comes from.

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Often times, that's where joy comes from

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in an organization and that, of course,

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lends itself to value in ways that sometimes we can measure

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but sometimes are immeasurable.