The Purpose Gap: why frontline leaders are falling behind
Many studies have shown the strong positive correlation between purpose (the alignment between what someone values most and how they contribute to the world) and leadership effectiveness. It follows that purpose-driven leaders are more likely to inspire their teams, foster higher engagement, and drive better organisational outcomes. Yet according to DDI’s Global Leadership Forecast 2025 Report*, a growing disconnect is emerging between C-level executives and frontline leaders. While the C-suite reports a steady increase in their sense of purpose, frontline leaders have experienced a significant 20% decline in their sense of purpose in the past four years.
The report offers some insight on the discrepancy, including that frontline leaders often have limited bandwidth to reflect on purpose — having to prioritise operational tasks and customer needs, while simultaneously learning how to modernise their systems with new technologies and AI, building and retaining diverse teams, and meeting rising expectations around performance. “The more execution demands their attention, the harder it is to step back and connect with the broader mission.” And yet we know that leaders who align their actions with a larger, meaningful purpose are more likely to be more engaged, bring out the best in their teams (reduce turnover) and drive higher customer satisfaction.
So how can organisations strengthen purpose for frontline leaders?
One obvious answer is by providing coaching. But beyond giving frontline leaders the time and space to reflect on their purpose, companies that invest in helping employees to develop Relational Intelligence (RQ) - a skill that can be learned and developed over time - may also reap the rewards.
Relational Intelligence (RQ) is often described as the ability to understand, navigate, and manage relationships effectively. This is about recognising emotions, motivations, and dynamics within interpersonal interactions and using that understanding to enable more meaningful interactions and a greater sense of purpose.
Leadership/personality assessment tools like Hogan offer a great starting point. Hogan Assessments is one of the most widely recognised tools in leadership development, offering insights into personality traits and behaviours that affect how individuals perform in professional settings. By identifying both strengths and potential “derailers” (the darker side of personality that can hinder leadership effectiveness), Hogan helps leaders gain self-awareness, build new strategies, and improve relational intelligence.
Used as part of a coaching programme, these assessments guide individuals in understanding their natural tendencies - such as how they communicate, handle conflict, and build trust - providing a solid foundation for growth and stronger interpersonal connections in the workplace.
According to DDI’s research, “purpose is not just philosophical - it’s quantifiable,” and when organisations implement strategic solutions to help their leaders focus on purpose, they see higher levels of retention (leaders become “3x more likely to stay with their organisation for the next year”), energy and accountability.
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If you’re interested in finding out more about Hogan Assessments or how coaching could support your frontline leaders - get in touch.
*This report examines responses from 2,185 human resource professionals and 10,796 leaders from 2,014 organisations around the world. The research, which spans more than 50 countries and 24 major industry sectors, summarises best talent practices and provides key trends to guide the future of leadership.