Confined Purpose - A study of the link between individual and corporate purpose

Abstract: This study explores the concept of an individual purpose, aiming to give an answer to the question of why we work. By giving an in depth, real life example of a sustainable company, a Swedish coffee roastery, we aim to uncover why it is people work there and how this interacts with the corporate purpose. By conducting a qualitative study of the link between individual and corporate purpose within the interpretive tradition, we discuss whether work is just about fulfilling basic needs or about more - a higher purpose. In addition we link this to the purpose of business, a debate that is relevant to this day; should a business pursue profits or purpose? We introduce a new concept, confined purpose, which captures the aim to pursue a higher purpose within corporate confinements. Furthermore the different expectations of society, to work and to follow your dreams, add to this confinement. Finally we comment on the knowledge-action gap present in sustainable living; the inability to transfer knowledge, ideals and intention into sustainable action. In addition, we argue how this gap might be an alternative explanation for greenwashing, as companies might experience this gap as well.