Purpose Beats Bonus: Why Meaning Drives Teams Sustainably

Dominique Giger
Sep 20
3 min read

Kompass auf Finanzdokument in blauem Licht. Zahlen und Tabellen im Hintergrund. Stimmung: sachlich, geschäftlich. — Photo by Absolutvision on Unsplash

Companies worldwide invest billions every year in bonuses, benefits, and incentives. The short-term effect is undeniable: employees are pleased, and their willingness to perform increases. Yet in the global competition, this is no longer sufficient. Studies show that what drives teams in the long term is less the bonus in their bank account and more a clear purpose—a sense that gives their work meaning.

The New Performance Factor: Purpose

According to Gallup’s State of the Global Workplace 2025 report, only 21% of employees worldwide felt actively engaged recently. This means over 75% are either not engaged or actively disengaged, significantly affecting productivity, absenteeism, and turnover.

At the same time, a Gallup meta-analysis shows that even a 10-percentage-point increase in employees’ sense of purpose correlates with significantly lower turnover and higher profitability. Purpose thus acts as a multiplier for engagement and business success.

Bonus Motivates—But Only to a Point

Of course, salary and bonuses still play an important role. They form the foundation. However, decades of research on self-determination theory (Deci/Ryan) show that external rewards only have a lasting effect if they are perceived as appreciative and supportive. If they are seen as pressure or control, intrinsic motivation—and thus engagement—declines.

A study by Bain & Company reinforces this finding: inspired employees are more than twice as productive as merely satisfied ones. Purpose is therefore not a “nice to have” but a critical competitive factor.

From Vision to Everyday Work

Many companies create impressive vision statements and values. Yet in daily operations, the translation often fails. Here lies the challenge: purpose only unfolds its power when it becomes tangible in everyday work.

A frequently cited anecdote illustrates this: A NASA janitor was asked what he did, and he reportedly replied: “I help put a man on the moon.” He understood the meaning behind his work—and saw himself as part of a mission.

Practical Tool: Purpose Mapping

To prevent purpose from remaining abstract, concrete tools are needed. One approach is Purpose Mapping: a structured reflection guiding individuals and teams step by step through key questions:

Why – Why do we do what we do?
Who – Who do we create value for?
What – What exactly do we do?
How – How do we want to work?
Impact – What impact do we want to leave?
Now – What is the next step?

What Companies Should Focus on Now

Create clarity: Formulate purpose in a concise sentence that highlights customer benefit.
Translate: Convert purpose into tasks and measurable goals. Every activity should contribute to a team goal.
Model behavior: Leaders act as role models and make the purpose connection visible.
Measure: Define team KPIs linked to purpose (e.g., customer NPS, turnover rate, innovation rate) and review regularly.
Establish routines: Anchor short check-ins, feedback rituals, and customer stories as fixed points.

Competitive Advantage Lies in Purpose

Companies that take purpose seriously gain more than motivated employees. They create resilience in crises, innovation in stagnant markets, and loyalty during talent shortages.

Bonuses may shine in the moment—but purpose endures. It acts as a quiet, sustainable driver that keeps teams performing over the years.

About the Author

Dominique Giger is a keynote speaker, consultant, and coach for companies in leadership, mindset, and transformation. With her Purpose Mapping approach, she supports entrepreneurs, leaders, and teams in translating purpose into everyday work and developing high-performance cultures.