Engaged Employees, Lasting Impact

Why Purpose at Work Matters

“Purpose is the key driver of innovation, productivity, and well-being in the 21st century.”
—Aaron Hurst, The Purpose Economy

Employee engagement is a hot topic, but it’s more than just a buzzword. For faith-driven business leaders, it's a sacred responsibility and a strategic imperative. Especially in today's multigenerational, post-pandemic workplace, engagement is increasingly tied to something deeper than perks or pay: purpose.

And the numbers back it up.

The Decline in Engagement and Why Purpose is the Antidote

According to Gallup, employee engagement in the U.S. has been on the decline in recent years, dropping from 36% in 2021 to just 32% by 2023, and the trend has shown little improvement since. Even more concerning, 18% of employees reported being actively disengaged, costing companies significantly in productivity, morale, and retention.



But there’s a bright spot: when employees feel a strong sense of purpose in their role, engagement climbs. Harvard Business Review found that employees who find meaning at work are 1.7 times more satisfied and 1.4 times more engaged than those who don’t.

Welcome to the Purpose Economy

This shift toward meaning isn’t a fringe movement, it’s a global trend shaping how people and businesses create value. Dubbed the “Purpose Economy,” this new era prioritizes meaningful work over status, impact over income, and legacy over ladder-climbing.

Christian business leaders are uniquely positioned to thrive in this space. Our faith calls us to see work as worship and to steward our teams’ gifts, not just their output. 

Why Purpose Matters Across Generations

Today’s workforce spans four generations, each bringing different motivations. Yet across the board, employees increasingly seek alignment between personal values and workplace culture.

• Millennials and Gen Z, who will make up 74% of the workforce by 2030, are purpose-driven. They care deeply about working for organizations that reflect their values, offer flexibility, and invest in their development.
  
  
• Gen X employees value balance and autonomy. They respond well to companies that support both their professional growth and personal priorities.
  
  
• Baby Boomers, many of whom continue working past retirement age, are often motivated by legacy and mentorship.

When businesses communicate a clear and compelling “why”, and invite employees into it, engagement flourishes.

Purpose Is Good Business

The benefits of prioritizing purpose aren't just spiritual, they’re practical.

A Deloitte study found that purpose-driven companies grow three times faster than their competitors and report higher employee satisfaction and customer loyalty. Employees who believe their company has a meaningful purpose are more likely to recommend their workplace and stay longer.

At C12, we’ve seen this in action. Our members are leading organizations where purpose is not just a statement on the wall, but a way of life.

Helping Employees Find Their Why

Helping employees find their personal purpose at work isn’t just a morale booster, it’s a discipleship opportunity.

David Kinnaman, CEO of Barna Group, challenges faith-based leaders to help workers across generations connect what they do to why they do it. “People want to be seen and known, and they want to be able to contribute to what it is that you do,” he says.

One helpful framework is the Japanese concept of ikigai, which invites individuals to consider:

• What do I love?
  
• What am I great at?
  
• What does the world need?
  
• What can I get paid to do?



The intersection of those four areas reveals not just a job, but a calling.

Take the Next Step

If you lead a business, you’re in a unique position to ignite purpose and unleash engagement. Align your mission with eternal impact. Invite your team into something bigger than themselves. And watch your workplace transform.

At C12, we walk with CEOs and business owners like you who want to build Christ-centered companies where both purpose and performance thrive.

Learn more about joining a Business Forum with other like-minded leaders at C12GAandSC.com.

Citations

1. Gallup, “U.S. Employee Engagement Needs a Rebound in 2023” — https://bit.ly/3Ruwke9
   
2. Deloitte Insights, “Purpose Is Everything” — https://bit.ly/479YlgS
   
3. Harvard Business Review, “Helping Gen Z Employees Find Their Place at Work” — https://bit.ly/47537vW
   
4. The Purpose Economy, “Building a Meaningful Employee Experience” — https://bit.ly/3NxnfA8
   
5. C12 Curriculum, Business: Generations, Employee Engagement, and Purpose at Work — March 2024
6. Institute for Faith, Work and Economics, “Work and Our Purpose in the New Year” — https://bit.ly/4aMFBXV