Purpose-driven PR & Communications: Why senior talent is recalibrating, not quitting
How are impact, trust and responsibility reshaping PR & Comms leadership?
I’ve noticed more senior PR & Comms professionals wanting to make the switch to purpose driven roles.
Not a career crisis. More a career recalibration.
In 2025, 70% of senior professionals say they want their next move to create social or environmental impact.
With trust in business communications up 11% this year, according to the Edelman Trust Barometer, the industry is finally proving what it has always said. Good comms does build better business.
But here’s the nuance I talk to my candidates about all the time. You don’t have to go full charity sector to make an impact. You can make it happen through:
The clients you choose to represent
The way your campaigns show up in culture
The kind of stories your agency tells
Purpose does not always need a manifesto.
Sometimes it is about making small, consistent decisions that shift a brand’s behaviour, voice or values for the better.
PR has always been about reputation. Now it is about responsibility.
I would love to know, what does purpose look like for you right now? Is it a brand choice, a client filter or a shift in how you lead your teams?
If you're looking for advice on how to create a recruitment strategy that attracts the best PR & Comms talent available, or are looking for a new role yourself, DMCG Global can help, get in touch today to find out more.
