Purpose has become a buzzword: companies formulate a higher meaning, a determination for themselves and their employees.
Marketers can look downright incredulous when asked why this is necessary.
One should hope that the employees also know what they have to do and for what purpose.
Best of all, of course, employees carry a higher idealism within themselves.
But even those who simply want to earn money with reliable work - for their company and their own account - are not reprehensible.
Giny Boer, who has been at the helm for almost two years, introduced a purpose at C&A.
"We inspire you every day to look, feel and do good" - employees should follow this motto with a view to customers, who look good, feel good and (thanks to sustainable goods) like to do good.
The purpose should ensure that everyone works towards the same goal, according to Boer.
It would be a good sign if the workforce had such a compass without pompous words.
And the thicker a company puts its values on, the more closely you should take a look.