Why would a top graduate work for NASA when Elon Musk’s SpaceX is out there trying to make humans an interplanetary species? Why would a bright millennial work at an insurance company when he can go to Google to help organise the world’s information? ▫️ ▫️ Today’s generation of workers value purpose more than growth or profit. They look for work that makes them feel important. Purpose-driven companies enjoy the benefit of hiring and retaining top talent.