Businesses that use purpose to guide their employees, often called “purpose-driven companies,” are extending their value beyond just profit-making and actively incorporating a social or environmental cause aligned with their operations.

Some great examples include Chipotle, which has built an authentic brand that brings healthy food to the table; Patagonia, which since 1985 pledged 1% of sales to the preservation and restoration of the natural environment; and Dove, which seeks to redefine beauty standards and help everyone experience beauty and body image positively.

Their social purpose serves as a guiding principle that others can rally around. When I think of these brands I want to shout, “Yes, I’m in!” They tap into the impact we want to have on the world.

At GFM|CenterTable, we describe our agency as a socially conscious, independent and integrated marketing communications agency. We lead by being socially conscious because we seek to put our team members above profits. Like many organizations, our team is the reason our business exists. We don’t have a product to sell as we provide a service to our clients. We work with like-minded organizations that are making a lasting impact with their brand, their employees and their consumers.​

The Power of Purpose in Employee Engagement

For our agency, having a purpose allows team members to feel connected to a larger meaning in their work. Several years ago, I read a great article by Myriam Sidibe in the Harvard Business Review, Marketing Meets Mission, where she called out, “Brands and companies with a social purpose energize employees.” This has stuck with me. If employees are an organization’s greatest asset, then how can you weave your purpose into employee engagement programs to enhance workplace culture, morale and belonging?

Practical Ways to Integrate Purpose into Your Company Culture

Here are three ways to integrate purpose into these programs:

1. Connect Roles to a Broader Mission: Employees are more engaged when they understand how their daily work contributes to the organization’s larger purpose. Clearly communicate your mission, values and the impact your organization aims to create in your community. Then, help employees see how their specific roles align with this mission by regularly highlighting examples of how their work drives positive outcomes, whether it’s through team meetings, internal newsletters or recognition programs.
2. Foster Opportunities for Social Impact: Purpose-driven employee engagement programs can create opportunities for team members to participate in activities that align with your organization’s values. This could include organizing volunteer days, offering paid time off for volunteering or matching employee donations to nonprofits. By empowering employees to make a difference in areas they care about, you can foster a sense of pride and purpose in their work. This not only enhances engagement but also strengthens the connection between personal values and organizational purpose.
3. Create Purpose-Driven Professional Development: Incorporate purpose into learning and development by offering trainings that empower employees to grow both professionally and personally in ways that align with the organization’s mission. Purpose-driven professional development might include leadership programs focused on DEIA, courses on social impact or mentorship initiatives that emphasize giving back. By fostering a learning culture that prioritizes purpose, you create an environment where employees feel they are developing skills that matter—not only to their careers but to the wider community.

These are just a few tips to help integrate purpose into your employee engagement program. Most importantly, aligning individual contributions with shared organizational values and a sense of meaning will extend beyond the workplace, positively impacting the community and contributing to a better world.