New research reveals a mismatch between employees’ purpose commitment and large firms’ purpose implementation.

To mark the launch of The Insiders’ Guide to Purpose, Volume 2: How to transform your business, Given, the agency for purpose-driven businesses, has commissioned new research with over 2,000 UK employees. The research has exposed employees’ views of corporate purpose and their assessment of the approach taken by the companies they work for. In the findings relating to large firms, the research showed a ‘business purpose gap,’ with employees demonstrating a strong commitment to purpose at the same time as feeling their company’s purpose approach was lacking.

The research reveals that a significant proportion of large firm employees, 32 per cent, said that purpose would be more important to them than a higher salary when choosing a company to work for. The findings also showed that almost half of large firm employees (48 pe cent) want to see more action from their companies to fulfil their purpose.

The ‘business purpose gap’ uncovered by the research was driven by the mismatch in large firm employees’ commitment to purpose against their criticism of their company’s approach. The research suggested that what large firms are saying and committing to when it comes to purpose is not being lived on a day-to-day basis, with over half (70 per cent) of employees feeling their company’s purpose was either conflicted or only somewhat aligned with daily operations.

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