How purpose-driven work is shaping the future of jobs

As a kid, you’ve probably been asked, “What do you want to be when you grow up?” But maybe a better question is, “What impact do you want to make?”

More and more job seekers aren’t just looking for a job, they’re looking for a purpose. A place where they can contribute to a better world, where their values ​​are central, and where their work makes a real difference. And if they don’t find that? They’re looking elsewhere.

The latest episode of B Lab’s Forces For Good podcast focuses on the shift toward purpose-driven work. Julie Richards, director of sustainability at The Guardian, shares how a strong mission helps companies keep employees engaged for the long term. Plus, Annemiek Nusmeijer, owner of Greenjobs.nl and B Corp, shares why so many young professionals are using Greenjobs.nl to find a sustainable career. We also hear from B Corp employees themselves: what makes a job really good? The answer is almost always the same—meaning and impact.

Why is purpose-driven work important?

Work is no longer just a means to make money. More and more employees want to contribute to something bigger. This is especially true for younger generations, who consciously choose employers who are socially responsible and make a sustainable impact. Employers who respond to this not only attract talent, but also keep employees motivated and engaged for longer.

The Forces For Good podcast has looked at what makes a job “good” in previous episodes, with themes such as fair pay, economic mobility, benefits, and flexible working hours. Another episode explored how policy and progress go hand in hand: without new legislation, there is no sustainable progress, and without social pressure, there would be no new policy. Another episode even looked at the declining lobster industry in Maine and how economic mobility and retraining play a crucial role there.

This latest episode focuses on the factor that ties it all together: purpose in work.

Curious about how purpose-driven work is shaping the future of the labor market?

🎧 Listen to this and other B Lab podcasts today!

This podcast is produced by B Lab and Hueman Group Media, with support from the Gates Foundation.