The Purpose 3.0 report explores the central role of purpose in leadership—defining what it is, how it evolves, and why it matters. It introduces the Purpose 3.0 framework, which guides students and leaders through three interconnected facets: finding purpose (articulating what matters most), holding purpose (navigating alignment and tensions across individuals, teams, and organizations), and applying purpose (turning purpose into meaningful action).
Central to this framework is the concept of character-infused purpose—the understanding that purpose is not separate from who we are, but deeply rooted in our character. This integration of character and purpose creates what the report calls "refractability": our character shapes the impact we strive to make, while pursuing our purpose strengthens and develops our character. By aligning character, competencies, and purpose, leaders can take meaningful action and make the difference the world needs.
Developed as a foundational resource for the new Purpose-Driven Leadership course at both Ivey Business School and Western University, this guide also serves as essential reading for students enrolled in the Certificate in Purpose-Driven and Character Leadership at Western University. The report builds on two decades of Ivey's pioneering work integrating purpose into the curriculum alongside character leadership, sustainability, and strategy. Ivey has established itself as a leader in character and purpose research, and this report represents the latest evolution of that scholarship—moving from purpose as concept to purpose as action. The Purpose 3.0 framework offers students, educators, and practitioners a "how-to" for finding, holding, and applying purpose in an increasingly complex world, with practical worksheets and exercises to support their journey.