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Conscious Quitting: The Value of Purpose

As the mother of a young #Millennial and an older #GenZ, I have first-hand experience of the behaviours and attitudes associated with these two much-maligned demographic groups.

Both of them - along with many of their social circle - have turned their back on the corporate world because it didn’t align with their #values, and they couldn’t see a future for themselves.

And I have a lot of sympathy for their actions.

The Gen Z Australian Climate Activist, @CloverHogan, reflects their view:

Many of us feel despair. We’re worried about the economy, the planet, our societies - all of it. It makes young people ask themselves; What am I going to do with my life? Why am I wasting time on a job or company I don’t care about?

Many are stressed and burned out. Simply put, they will only work for companies that prioritize #purpose and #wellbeing. Young employees want to know that their work matters for people and the planet. They want #mentalhealth support, on-the-job coaching, time to engage in CSR Projects, and to know that their managers fundamentally care. Young people are inspired by – and aspire to be – leaders who show #empathy, #compassion, #authenticity and are truly #selfaware.

Recent research from Paul Polman CEO of Unilever from 2009 to 2019 ( - analysed 4000 UK & US employees in medium to large companies, finding the following:

  • 66% of UK employees want to work for companies that make an impact

  • 75% of US employees want to work for companies that make an impact

  • 33% had already resigned because of this reason.

  • And percentages are even higher amongst Millennials and Gen Zs

These two groups (that will make up about 75% of the global workforce by 2035) want to work in organisations that align with their values, and that has culturally and environmentally competent #management. But woe betide leaders ignoring these voices - they have little loyalty if they fail to get what they want.

Purpose-led companies show +40% increase in staff retention, and +30% levels of innovation. So halting the #ConsciousQuitting trend starts with finding a purpose that aligns with the values of these two important groups…..don’t you agree?


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