Since The Career Innovation Company was founded, we’ve been promoting the need for clear organisational purpose, and for individuals to find their purpose too. We even proved its value in our 2001 global research study ‘Inspiration at Work’. Now it seems business leaders have caught on in a big way, as 181 American CEOs declared they are no longer putting shareholders before everyone else. Is this more greenwash, or ‘purpose-wash’? What took them so long? Will they follow through? Who benefits, and how quickly? Not everyone agrees.