Robert Safian, Editor in Chief of Fast Company, makes some predictions for the next twenty years.
Prediction #9 is about purpose:
MISSION WILL TRUMP MONEY. Economists have long stressed the power of financial incentives. What’s measured is what matters; competition breeds excellence; you get what you pay for. It is all logical, yet in many circumstances it is coming up short. Recent real-world studies have shown that having a purpose associated with work produces better performance than pure financial reward. The next generation of workers will expect to be engaged in their jobs through more than just financial means.