At a time when more and more attention is being called to the social and environmental impact of businesses, the concept of Purpose is becoming fundamental for organizations. Purpose goes beyond corporate identity and focuses on "why" an organization exists, what its activities mean, and how it can contribute to the good of society. It is necessary to understand, define, and consciously adopt one's Purpose, but finding one that everyone can identify with and that expresses the company's identity is more difficult than people think. And sustainability is not the only issue that matters: the Purpose can be pursued even more validly if people's well-being is carefully and sensitively considered.