Why 'purpose' is the new salary and how you discover if a company really means it

You can no longer see work and leisure time as separate from each other. You want to have a good time 'all year round'. So sometimes we take a little detour to work. (check our career site to dive deeper into it). 

Work is no longer just "something you do to live". For many people in Gen Z, maybe for you too, work only feels good when it's meaningful. You don't just want to contribute to profits, but also to the world. And that's no longer a hype, it's measurable.

📊 What the numbers say

Gallup researched in 2025 how work with a clear purpose influences motivation. Their conclusion: people who experience their work as purposeful are more than 4 times as engaged with their organization.

But… only 1 in 3 employees says their work truly has that meaning. Especially younger employees, like Gen Z and younger millennials, according to Gallup explicitly look for purpose-driven employers, but rarely find them.

Randstad calls this "the new workplace baseline": work is no longer just about what you do, but why you do it. 50% of European employees say they don't want a job at a company whose values don't align with their own. 1 in 3 has already quit because their employer's mission or social stance didn't match. 

According to Deloitte, Gen Z seeks meaning in work above status or salary. More than two out of three want their work to "do something good for people or the planet".

And also at one of the top consultancy companies, BCG, the conclusion is clear. Among European respondents, "meaningful work" rose to the top 5 job criteria, higher than before 2020. 

The common thread? 

👉 Work without meaning feels empty. And employers who take purpose seriously win talent — especially from your generation.

💬 What 'purpose' concretely means for you

It's not just about idealism. Purpose has to do with energy, growth and authenticity. When you do work that aligns with your values:

• it feels lighter (you don't have to pretend to be someone else); 
• you build skills faster because you're motivated; 
• and you stay healthier and more engaged in the long term.

 Companies that consciously focus on this show it in their mission, leadership and culture. But: some companies use "purpose" as marketing language. How do you discover if they really mean it?

🔎 How to research whether a company is truly purpose-driven

1. Read between the lines on their website

Check the 'About us' page. Is there a concrete mission ("we reduce food waste by 30% by 2030") or only vague words ("we strive for innovation and growth")? 

👉 The more concrete, the better.

2. Look for proof of impact

Check if the company publishes real results: sustainability reports, social projects, partnerships. 

Ask during an interview: 

 "Can you give an example of how employees contribute to the company's mission?"

3. Check the culture, not just the claims

Real purpose lives in behavior. Look on social media to see if employees are visibly proud. 

Ask during the interview: 

 "How does management embody the values in practice?"

4. Listen to how they talk about people

Randstad showed that work-life balance is now more important than salary. 

Ask: 

 "How do you ensure that people maintain balance and meaning here?" 

A company that answers this honestly and concretely truly understands purpose.

5. Trust your intuition

You often notice it quickly: does someone sound enthusiastic because they want to or because they have to? 

You can feel purpose. When the words are right but the energy isn't, that's a signal.

💡 Make purpose your job interview tool

During a job interview, it's not just about whether you fit the company, but also whether the company fits you. Use questions like: 

 "What values are central to your decision-making?" 

"How is success measured here, beyond financial results?" 

"What motivates employees here the most?"

By asking this, you not only show that you're critical, but also that you make conscious choices — something that employers in 2025 actually appreciate.

✨ In conclusion

Whether you work in Amsterdam, Paris or New York: the trend is the same worldwide. Research shows that Gen Z isn't just looking for work, but meaningful work. 

The future of work therefore isn't about hours or status, but about something much more powerful: the chance to make a difference, in a place that aligns with your values.

Check our blog about what role 'passion' should or could play in your job choice.