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Purpose Trends Report 2025

Stand Firm. Stay Fluid.

Stand Firm. Stay Fluid.

An organization’s purpose isn’t a rulebook, it’s a compass. It provides direction in times of uncertainty, helping the company adapt, explore new opportunities, respond to emerging challenges, and grow organically.

A company that wants to navigate the challenges of 2025 will need to remain firm to their purpose - the reason they exist. But there also has to be some fluidity – a level of flexibility and innovation that helps the organization respond to a changing world. 

T1. The Social Redeal

A revolution reshaping personal and collective purpose.

While humanity is marked by loneliness and emotional burnout, gender and family crises, and global tensions, people are rewriting societal norms.

Dive into 'The Social Redeal' to explore how these shifts are redefining DEI, fostering a culture of inclusion, and elevating purpose.

T2. AI-Assisted Culture

A new civilization or just the next disruption?

AI is transforming our world at an unprecedented rate, sparking both excitement and anxiety about the future of work, culture, and humanity itself.

Explore the 'AI-Assisted Culture' to discover how companies can balance innovation and communication with authenticity, shaping a future where AI and human values thrive together.

T3. Life-Work Harmony

Redefining the notions of careers, hierarchies and organizations.

The modern workforce no longer fits into the old boxes. It's being shaped by a fragile job market, declining managerial roles, shifting employee priorities, and fluid organizational structures.

Explore 'Life-Work Harmony' to uncover how organizations can bridge the expectations gap, balance resilience with innovation, and align purpose with performance for shared growth.

T4. Rewilding the Rules

From climate fatigue and green-hushing to nature-fostering.

The sustainability landscape is evolving from perfectionism to pragmatism, nurturing fertile ground for emotions and immersive experiences.

Step into 'Rewilding the Rules' to see how companies can expand the 'Planet' side of their purpose into a shared and meaningful connection with nature.

T5. FUNdamental Communications

Bringing joy to purpose, awareness and engagement.

In a saturated landscape, the crisis of distinctiveness is deepening, pushing communicators to embrace more playful approaches, even for serious topics.

Enjoy 'FUNdamental Communications' and the purposeful humor, levity, comedy, and even controversy that can help companies stand out in the "age of average".

For this year’s report, we collaborated with Cocota Studio from Madrid. Their beautiful AI animations represent the fluidity at the heart of our concept, and show what happens when agencies join forces. Both of our teams are led by incredible women with a shared vision: to create more respectful and equal work environments for everyone.

Reports from other years