The Purpose Gap: why frontline leaders are falling behind
Many studies have shown the strong positive correlation between ‘purpose’ (the alignment between what someone values most and how they contribute to the world) and leadership effectiveness. It follows that purpose-driven leaders are more likely to inspire their teams, foster higher engagement, and drive better organisational outcomes. Yet according to DDI’s Global Leadership Forecast 2025 Report,* a growing disconnect is emerging between C-level executives and frontline leaders. While the C-suite reports a steady increase in their sense of purpose, frontline leaders have experienced a significant 20% decline in their sense of purpose in the past four years.
The report offers some insight on the discrepancy, including that frontline leaders often have limited bandwidth to reflect on purpose ─ having to prioritise operational tasks and customer needs, while simultaneously learning how to modernise their systems with new technologies and AI, building and retaining diverse teams, and meeting rising expectations around performance. “The more execution demands their attention, the harder it is to step back and connect with the broader mission”; and yet we know that leaders who align their actions with a larger, meaningful purpose are more likely to be more engaged, bring out the best in their teams (reduce turnover) and drive higher customer satisfaction.
So how can organisations strengthen purpose for frontline leaders?
One answer is through coaching. But beyond giving frontline leaders the time and space to reflect on their purpose, companies that invest in helping employees to develop Relational Intelligence (RQ) - a skill that can be learned and developed over time - may also reap the rewards.
Relational Intelligence (RQ) is often described as the ability to understand, navigate, and manage relationships effectively. This is about recognising emotions, motivations, and dynamics within interpersonal interactions and using that understanding to enable more meaningful interactions and a greater sense of purpose.
Leadership and personality assessment tools like Hogan offer a valuable starting point for leadership development and talent management. Hogan Assessments offer valuable insights into leadership potential by measuring personality traits, “derailers", and motivational drivers. These assessments help leaders understand their natural strengths, areas for development, and what really matters to them (their values) ─ enabling them to enhance self-awareness, identify their purpose, and make more informed decisions.
According to DDI’s research, “purpose is not just philosophical - it’s quantifiable,” and when organisations implement strategic solutions to help their leaders focus on purpose, they see higher levels of retention (leaders become “3x more likely to stay with their organisation for the next year”), energy and accountability.
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If you’re interested in finding out more about Hogan Assessments or how coaching could support your frontline leaders - get in touch.
*This report examines responses from 2,185 human resource professionals and 10,796 leaders from 2,014 organisations around the world. The research, which spans more than 50 countries and 24 major industry sectors, summarises best talent practices and provides key trends to guide the future of leadership.