Afdhel Aziz emphasizes the importance of purpose, suggesting that it should start top-down with CEOs integrating it into all aspects of the business. Purpose is not a passing trend but requires long-term commitment. It can also be incorporated into government communication and services to serve citizens' higher-order needs and make a positive impact. Purpose is crucial because people seek meaning and fulfillment beyond their basic needs. As individuals achieve comfort, they desire to make a difference and shift their focus from themselves to serving others, drawing inspiration from Maslow's hierarchy of needs.
Read Michael's corresponding article for Forbes here:
https://www.forbes.com/sites/forbesinsights/2019/07/09/podcastthe-future-of-purpose-and-brands--love-will-pay-it-all-back--much-more-ten-years-from-now/?sh=8e076433fce8
Michael Gale's Futures In Focus