Business leaders are talking more than ever about finding the right balance between the profit motive in business and a heightened sense of purpose that runs through the C-suite.
Survey after survey shows that the millennial generation, which makes up a sizeable portion of the workforce in most countries, expects companies to contribute to society, have a clear purpose based on values and be more sustainable. They want to work for companies they feel good about and tend to buy from those that meet their ethical standards.