Author: Yody Luciano
The search for purpose at work has become a critical factor for retention and productivity. Eighty-six percent of Generation Z and 89% of millennials affirm that feeling a clear sense of purpose is key to their workplace well-being, according to the Deloitte Global Gen Z & Millennial Survey 2025.
This is not a passing trend: the same report reveals that one in two young professionals has rejected projects that conflicted with their personal values, even when these opportunities offered higher salaries or greater visibility. In other words, the new metric of professional success is no longer measured solely by income, but by impact. How can we find and maintain that “why” that transforms a job into a mission?
The Generational Gap in Alarming Numbers
The data reveals dramatic differences in workplace expectations across generations. Only 6% of Generation Z aspires to traditional leadership positions, prioritizing instead work-life balance and personal development. This generation evaluates the social impact of employers before applying (75%) and has rejected employers for ethical reasons (44%).
Millennials show similar patterns but with distinct nuances. Forty-five percent have left roles they felt lacked purpose, while 40% have rejected assignments based on ethical principles. Crucially, there exists a direct correlation between mental well-being and purpose among millennials with positive mental health.
Generation X and Baby Boomers operate under different paradigms. Forty-one percent of Baby Boomers feel highly motivated at work, compared to just 29% of Generation Z. This difference does not necessarily reflect greater satisfaction, but fundamentally different expectations about what work should provide.
Purpose: Concept and Nuances
Professional purpose is the conviction that what you do positively impacts beyond your paycheck. Unlike extrinsic motivation (salary, benefits), purpose is intrinsic: it connects values, passions, and social contribution.
| Purpose provides… | …and the company gains |
| Greater energy and resilience | +30% productivity according to Gallup |
| Emotional connection with employer brand | -25% annual turnover |
| Well-being and mental health | Greater engagement in challenging projects |
Harvard Business Review identifies three types of effective organizational purpose: competence-based purpose (expressing value proposition), culture-based purpose (creating internal alignment), and cause-based purpose (promoting positive social impact). The key lies in selecting the approach that best aligns with the organization’s authentic identity.
Generations with Moral Compass
The Global Gen Z & Millennial 2025 Report shows that these groups do not aspire to “climb the ladder” at any cost; they seek balance and meaning. Those who do not offer it lose attractiveness: only 6% of Gen Z aspires today to a traditional managerial role if it means sacrificing authenticity or well-being, according to a report by The Economic Times.
In a job market where young talent measures success by the compass of purpose, companies that can connect values, impact, and well-being will not only attract the new generations but also secure their loyalty and long-term productivity.