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A version of this article appeared in the May–June 2025 issue of Harvard Business Review. Zach Mercurio is a researcher and adviser on purposeful leadership and meaningful work.

According to a 2019 Bates/Gallup poll, 80% of college graduates want a sense of purpose from their work. In addition, a 2023 survey found that 50% of Generation Z and millennial employees in the U.K.