New research shows that a one-size-fits-all approach falls short, and how businesses can build stronger motivation, connection and engagement.

Do you know what really motivates your employees? It may not be what you think. Recent research from economists, consulting firms and business schools offers some surprising insights into what drives employees.

Motivation varies from person to person

Treating employees like a uniform group doesn’t lead to effective motivation. A 2025 analysis by Deloitte revealed a range of responses to the question, “Which of the following statements best describes your MOST important rationale for working? Select one.” Here’s how surveyed employees responded:

• 32%: I work to live
• 25%: I work for purpose
• 18%: I work for the quest or craft
• 13%: I work for tangible rewards
• 11%: I work to win

Deloitte advises leaders to “hyper-personalize” motivation to achieve “motivation at the unit of one.” This approach includes personalizing interactions based on individual motivations, providing workers with a standard set of options from which they can choose, and using technology to provide customized practices.

Keeping teams motivated in times of change

People are social by nature, and work relationships matter to motivation. According to Harvard Extension School (HES), there are two ways to encourage strong relationships: investing in relationship-building and creating opportunities for teams to connect. These two actions can help build a cohesive team that remains motivated even during uncertain times.

Building connections and bonds is an ongoing process, notes HES. Leaders can build relationships by making time to regularly catch up with individuals and showing that they see employees as individuals. Quarterly team outings or celebrations of project completions provide opportunities for individuals to connect with other team members and leaders.

Giving to charities

Many companies donate money, often a percentage of their sales, to designated charities. Their intent may be to win over customers but economists have found that charitable giving has another benefit: it can make work more meaningful for employees. Making work more meaningful helps attract and motivate employees, according to Kellogg Insight. 

Building a strong workplace culture

Building a strong workplace culture that attracts and retains talent while keeping people motivated on the job requires more than a one-size-fits-all approach. Understanding what motivates your employees is an important first step. Download our exclusive guide, Discover 5 Proven Strategies to Engage Employees, to learn about the practices that helped Consumers become one of the Top 10 Best and Brightest Companies to Work For.

 

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