The ‘Purpose Predicts Retention’ Lie Everyone’s Falling For

In recent years purpose has been put on a pedestal as the golden ticket for our work happiness and creating cultures people don’t want to leave —or so we’re told. It’s been overhyped by thought leaders, social media influencers, and articles like the one making waves this week, boldly claiming, “Purpose predicts if employees will stay or quit.” While the pressure to prioritize purpose is well-intentioned our research shows it’s downright wrong. Articles like this one  “McKinsey: Help Your Employees Find Purpose—Or Watch Them Leave” aren’t accurate and pose overly simplified solutions to the multi-faceted truth of what employees need if you want them to stick around.

It’s Not All About Purpose 

Society gives us the message that if you don’t find your one true calling, or at least find your work deeply meaningful, you will have a soul-crushing career. Leaders are preached to that purpose = engagement + retention. Data shows that leaders actually  misjudge people by believing that those who are not calling-oriented and driven by purpose lack the same performance and commitment as those who say they are, which is NOT true.

After years of research at Motives Met and thousands of data points, we discovered that our human needs—what we call motives—are at the heart of thriving at work. There are 28 of them, including purpose, belonging, free expression, variety, calmness, flexibility, self-esteem, security, and work-life harmony. And purpose? It doesn’t make it to the top of the hierarchy of needs because there is no universal hierarchy. We’ve made these motives easy to grasp in our framework that you can check out here. All of the 28 motives matter but they don’t matter equally. Each of us has a personal blend of must-haves, nice-to-haves, and don’t-care-about-it’s that impact our mental health and motivation. 

Having meaning and purpose in our lives is an innate human need but everyone is not driven to get that need filled at work. For example, one person I interviewed for my book “Work Life Well-Lived,” shared with me that she doesn’t feel she has a meaningful job but she is still very happy and successful in her role. Why? Because she has an admired boss and co-workers who appreciate and champion her, she is able to use her strengths and has the flexibility and work-life harmony to pursue purpose outside her job. Essentially the motives that matter most to her are well met. Yet for another person doing meaningful work may be a vital ingredient for their work happiness. The point being, you could have all the purpose in the world, your team could be changing lives, and yet if the motives that matter most to each person are suffering rather than thriving, purpose won’t save you. Our research proves that when employees’ most important needs are met, whether it’s purpose or growth, connection or appreciation, they are twice as likely or more to stay at the organization now and for the long haul. When they are unmet, they will walk out the door. 

The Perils of “Purpose First” 

Turns out, putting all our eggs in the “purpose” basket isn’t just wrong—it’s holding us back. It gives us tunnel vision to other areas of work that are just as important. It reinforces “one-size-fits-none” leadership rather than a personalized employee experience that works. And it keeps up from creating truly inclusive cultures where “motive diversity” is celebrated. Where people respect the motives that matter most to others even if those motives differ or hold tension with our own, because these needs can conflict, and they do get judged, dismissed, and misunderstood at work. 

The big takeaways are this:

⭐️ Purpose matters, but it’s just one piece of the puzzle. More meaningful work is something people desire more of, but it may or may not be one of your or your employee’s top well-being and motivational drivers.

⭐️ No single motive is “the answer.” It’s about each person’s unique hierarchy of needs and a balancing act of strategizing to keep the top collective group of motives, for example, the top 5 out of the 28, healthy together, which can mean tough choices and compromise.  

⭐️ A top-notch culture that attracts and captivates employees means the diversity of needs is respected and protected, it’s creating a work environment where all motives can be healthy at the individual, team, and organizational levels. 

These insights are a critical first step, but insights alone don’t create change—action does. That’s why we created the Motives Met Human Needs Assessment™, to uncover the top motives that matter most to each person, shining a spotlight on what they need to be well and perform well at work. But it’s more than a tool — it’s a gateway to understand, to be mindful and intentional, to evaluate and communicate our needs so we can ultimately meet them, for ourselves, the people we work with, and those we lead. That’s what allows us to thrive together. 

Want to see how our platform can help you? Drop us a note and we’ll send you some info to learn more or book a casual 15-minute coffee chat!