Do the Job You Love, Love the Job You Do
Lessons in Sustainability, Culture & Purpose from a Basketball Camp Morning
Any one with a teenager in the house will know the drama of getting a child out of bed, dressed, breakfast, TEETH BRUSHED. This morning it hit me how much my son must LOVE basketball. He was up, dressed and ready in the car with time to spare.
I studied industrial psychology and have always believed in job satisfaction, and careers with purpose. Driving my son to his camp this morning, I was thinking again if passion could fuel the drive for sustainability.
It made me think about how few of us bring that same energy to our professional lives—and what would happen if we did. What if sustainability didn’t feel like an obligation, but a calling? What if workplace culture encouraged people to wake up inspired? Sustainability recruitment is essential for this!
Sustainability Is Culture + Purpose
Sustainability is often boxed into environmental strategy or quarterly ESG updates. But in the most impactful organisations, it’s cultural. It’s baked into how people think, work, and lead.
And purpose is the foundation.
A recent study in the Journal of Business Ethics showed that when employees see their company as purpose-driven, they take personal ownership of sustainability outcomes—especially when given autonomy. This is crucial in a world where climate anxiety and value-driven decisions are defining Gen Z’s approach to work.
Similarly, Culture Amp’s 2024 global survey revealed that employees are significantly more engaged (by 16%) when they believe their company is genuinely committed to sustainability—not just marketing it.
Culture is the container. Purpose is the spark.
Why Purpose-Driven Work Matters Now More Than Ever
The companies shaping the future are those embedding purpose into the employee experience.
Spencer Stuart’s 2024 leadership report found that 87% of senior executives now see organisational culture as a strategic priority—but most admit they’re still struggling to fully integrate sustainability into their day-to-day operations. The barrier? Lack of authentic cultural alignment.
Meanwhile, a 2024 Irish Times–Deloitte survey showed that two-thirds of young professionals in Ireland have rejected job offers from companies they believe fall short on climate responsibility. It’s not a fringe issue. It’s a mainstream talent trend.
When sustainability is tied to personal values, it ceases to be a “departmental initiative” and becomes a cultural movement.
Real Role Models: The Rise of Purpose-Aligned Careers
The fastest-growing roles today aren’t just digital or technical—they’re meaningful. In the UK, nearly 1 million workers now hold sustainability-linked roles like circular economy consultants, decarbonisation advisors, and biodiversity officers.
These jobs, according to a 2025 feature in The Times, not only command higher pay (18% above market average) but also higher purpose satisfaction—especially among younger workers. Many of them cite the chance to “make a difference” as their top motivator.
Purpose isn’t a bonus. It’s a baseline.
And it's not just anecdotal: a May 2025 ESG study in Indonesia found that environmental and social practices measurably boosted employee well-being and performance—especially when good governance reinforced them.
Lessons from the Baby Hoopster
Watching my son spring into action this morning was a quiet revelation. It reminded me what real motivation looks like: joyful, effortless, and driven from within.
No performance review. No bonus. Just passion.
That’s the culture we need to build if we want sustainability to thrive—not as a box-ticking exercise but as a shared human commitment.
Leaders can create that by:
Sustainable recruitment and promoting based on values, not just output
Giving employees autonomy to own sustainability initiatives
Connecting every role to a bigger purpose—not just a job description
If we get this right, the workplace becomes more like a basketball court: energised, creative, and full of possibility.
Build Cultures People Want to Wake Up For
“Do the job you love. Love the job you do.” It’s more than a nice saying. It’s a cultural imperative in a world fighting for climate justice, inclusion, and long-term resilience.
When we make work meaningful through purpose, autonomy, and sustainability people will show up early. They’ll bring their whole selves. They’ll help build a better future.
Just like my son did today.