Brands start on the inside with humans, and are ultimately delivered on the outside to humans.
People within an organization are the fuel for growth—they’re the innovators and doers, the passion and energy. To harness this, however, it’s vital to acknowledge that people change too, which means organizations must evolve their thinking along with them. Being attuned and attentive to people is how an organization successfully aligns with, attracts, and retains both talent and customers.
Major cultural shifts impact the way people think on a macro scale—especially younger generations—and these attitudes trickle into organizations. Understanding the forces behind their motivations and desires is key to shifting the thinking of an organization.
From profit to purpose
An evolution in thinking has given rise to a mass movement towards greater purpose and more deeply held values. We’re focused on a better future, constant learning, and a holistic quality of life. On a personal level, people are looking for places to put their trust, to affirm their values, and to create change within their own lives and in the world. This is where companies must step up and prove that they, like their customers and employees, stand for something.
74% were satisfied with their jobs if they felt their work was meaningful to themselves, the company, and the community. 
People will begin to shift away from companies that are solely focused on the bottom line. They will turn their attention towards companies that align with their values and assert a purpose that’s better than profit, which in turn impacts performance.
Brands with a purpose set on improving our quality of life outperform the stock market by 120%. 
Culture is living and breathing; it takes active cultivation. It’s not solely an HR initiative nor a marketing ploy. It’s a way of doing and being. Culture is the responsibility of everyone inside the organization, but leaders have a critical role in initiating change and embodying cultural values. To do that, they must initiate key culture changes that reflect shifts in culture at large.
Customer service, innovation, and creativity are intangible measures that a strong company culture fosters and supports. Whether on the sales floor or behind the scenes, employee engagement is key to generating high-value customer experiences. Business growth relies on satisfied customers and great experiences are driven by satisfied employees.
The working future
Today, more employees are motivated by passion than career ambition. This demands that leadership focus on making the work environment diverse, compelling, and rewarding.
People are thinking outside of the “three boxes of life” (education, job, retirement), which means a more flexible approach to work. It’s what has given rise to the gig economy. In order to attract and retain employees, companies are empowering individuals to live, learn, and work when and how they want
Diversity is about inclusion of people from all racial, cultural, learning, and economic backgrounds, elevating skills that were previously ignored to infuse an organization with unique ideas and new ways of working. This challenges the way companies recruit, mentor, and train, and will render one-size-fits-all success metrics obsolete.
People want to be learning and growing throughout their lives. They’re focused on healthier, holistic lifestyles and self-realization. Work is a huge part of that personal development. Managers must become coaches and mentors and give employees the agency to try and fail, learn and grow, create and innovate.
Only 14% of customers defect because of product quality. 68% of defections occur because of staff indifference. 
People fuel the growth of your business. Whether it’s giving employees the creative freedom to innovate or listening to customers to create more impactful experiences, “How will this affect real people?” should be the first and last question an organization asks.
 LinkedIn Purpose at Work – 2016 Global Report
 Havas Media Group 2015 – Havas’ Meaningful Brands study
 White House Office of Consumer Affairs – TARP