A sense of purpose can be understood as an organizing drive towards fulfilling a goal in one's life. Oftentimes, our purpose can involve professional, spiritual, or interpersonal goals that help us feel like the best and most authentic version of ourselves.
Participants who started out with higher levels of well-being also tended to have higher levels of cognitive function. When participants experienced declines in well-being, they showed similarly-sized declines in cognition.
In the market for goods and services, consumers of all ages are more likely to support brands with purpose built on sustainability, fair prices, good business practices, and positive contributions to society. People are willing to pay more for these products and services, and their willingness to engage with these brands over others increases each year.
