Our world is constantly changing in a myriad of ways. One of the most important changes in the past decade has taken place in the labor market. It is becoming a conscious labor market. Previously, issues like job security, salary, and career opportunities dominated the minds of job seekers, but with material welfare reaching its limits a quest for meaning has begun among young people when choosing their employer.

This consciousness movement is increasing the number of individuals who are searching for identity, wholeness, happiness and meaning. And although it may at first glance seem contradictory to these self-centred values, the sense of belonging and being connected to others as well as the value of contributing to the community are today essential cornerstones of modern work and life expectations. It is a MeWe generation to which giving is the new taking and sharing is the new giving – an invisible contract based on enlightened self-interest.

The labour market is being permeated by meaning – with new employee demands, leadership profiles and new business skills and management training as a result.

The rise of the MeWes will affect any company wanting to attract and retain the best talent. The MeWe employees are pressuring companies to find an ideal blend of financial reward and personal fulfilment, because an engaged and committed workforce is a central route to increased productivity, performance – and innovation.

Ethics, reputation and sustainability must take centre stage in the overall strategy formulation of companies wishing to attract employees in pursuit of the good (work) life. A shared purpose that goes beyond making a profit and a strong set of shared values is the key.

The question today is not whether this needs to be done, but how.