London, UK — CTW Events, a Clean the World Global brand and industry leader in purpose-driven team-building experiences, is honored to be featured in the February 2026 edition of HQ Magazine, one of the meetings industry’s most respected publications, reaching decision-makers across the global events and associations landscape.
The feature, titled “Purpose Now Sits at the Heart of Workplace Culture,” highlights insights from CTW Events Vice President Madison Ayache and showcases groundbreaking findings from the company’s latest research, Team Building in a Changing Workplace—a study that reveals how purpose-driven volunteering has evolved from a peripheral perk to a central driver of employee engagement, retention, and organizational culture.
A Generational Shift: Why Purpose Now Defines Work
Today’s workforce, particularly Millennials and Gen Z, has been shaped by defining “once-in-a-lifetime” moments that fundamentally changed how work, identity, and meaning intersect. These generations don’t view employment as merely transactional; they expect their employers to reflect their values and provide opportunities to contribute to something bigger than themselves[1].
The data confirms this cultural transformation:
- 87% of Millennials believe business success should be measured by more than financial performance[1]
- 40% of Gen Z and Millennials actively choose employers based on strong sustainability credentials[2]
- 67% of employees would prefer working for companies with strong ESG commitments—even at lower compensation[3]
As Madison Ayache notes in the HQ Magazine feature:
“They want to be part of something bigger than themselves, and they expect their employers to reflect that. Purpose is no longer a nice-to-have; it is part of the social contract of modern employment”[4].
Research That Reshapes How We Think About Engagement
CTW Events’ research delivers compelling evidence that purpose-driven team building delivers measurable business outcomes:
|
Metric
|
Impact
|
|---|---|
|
Employee retention
|
92% more likely to remain
|
|
Job satisfaction
|
5% report higher satisfaction
|
|
Interest vs. participation
|
87% interested, simplicity barriers limit action
|
Table 1: CTW Events Team Building in a Changing Workplace Research Findings
These findings underscore a critical insight: high intent doesn’t automatically translate into high engagement[4]. While interest in volunteering remains strong, participation barriers—complexity, scheduling conflicts, lack of clear frameworks—continue to limit impact. Organizations that remove these friction points through turnkey solutions, flexible formats, and scalable models see participation rates soar[4][5].
From Theoretical Goals to Everyday Action
One of the most powerful themes in the HQ Magazine piece is the shift from performative CSR to integrated, operational purpose. Ayache emphasizes: “In 2026, the companies that win will be the ones that build purpose into how they work every day, not just into their tentpole moments”[4].
This philosophy reflects a broader industry evolution. Corporate events in 2026 are increasingly defined by purpose-driven programming that aligns with organizational values rather than generic networking exercises[6][7]. As companies move away from one-off charitable gestures toward sustained cultural transformation, the role of structured, repeatable team-building experiences becomes essential.
Operational Simplicity Matters
The research highlights that simplicity and flexibility go a long way[4]. Organizations achieve the highest participation when volunteering:
- Fits naturally into the working day
- Offers onsite options with varied timeframes
- Provides scalable group sizes
- Delivers turnkey execution (materials, facilitation, nonprofit coordination)[4][5]
CTW Events’ model addresses these needs directly by offering fully customizable, turnkey experiences that can accommodate 10 to 10,000 participants across in-person, virtual, and hybrid formats[8][9]. By handling logistics, sourcing, nonprofit partnerships, and impact reporting, CTW Events removes administrative burden and allows companies to focus on what matters most: participation, connection, and measurable community impact[9].
Measuring What Matters: Data-Driven Impact
Beyond anecdotal success stories, organizations increasingly demand measurable outcomes that align with their Corporate Social Responsibility (CSR) and Environmental, Social, and Governance (ESG) priorities[4].
CTW Events works closely with partners including Save the Children, CARE, and The WASH Foundation to align data with organizational goals[4][10]. Whether companies want to track volunteer participation, understand which disasters their kits supported, or measure cost-per-volunteer engagement, the data-driven approach positions purpose-led team building as a measurable extension of CSR and employee engagement strategies—not just a feel-good exercise[4].
This focus on accountability resonates across industries. Research shows that companies with strong ESG performance report 14% higher employee satisfaction and 21% higher profitability when employees actively participate in purpose-driven initiatives[11][12].
The Community and Cultural Impact
As Madison Ayache articulates in the feature: “The community impact matters, but so does the cultural impact inside the organisation”[4].
Purpose-led volunteering creates a dual benefit:
- External Impact: Since 2012, CTW Events has distributed over 7.5 million kits to more than 1,000 charity partners worldwide, supporting vulnerable communities with hygiene supplies, school essentials, food packages, and disaster relief resources[9].
- Internal Transformation: Participating employees experience increased pride, loyalty, and deeper connection to colleagues. These shared impact moments foster collaboration, trust, and a sense of belonging that extends far beyond the event itself[4][13][14].
This dual impact is particularly vital in 2026, as organizations navigate ongoing challenges including:
- Hybrid work dynamics requiring new engagement approaches (59% of UK employees now work hybrid)[15]
- Burnout and stress, with 91% of adults reporting high or extreme pressure levels[16]
- Talent retention pressures amid a competitive labor market where purpose and flexibility increasingly influence career decisions[17][18]
A Vision for the Future: Purpose as Strategy
The HQ Magazine feature positions CTW Events at the forefront of an industry-wide transformation. As the global MICE (Meetings, Incentives, Conferences, and Exhibitions) market expands—projected to grow from $8.3 billion in 2025 to $18.52 billion by 2033[19]—corporate clients increasingly prioritize ROI, innovation, and measurable engagement metrics[19].
CTW Events meets this demand by delivering experiences that are:
- Globally scalable: Operating across the US, Europe, Canada, and Asia with regional flexibility[8][9]
- Mission-aligned: Supporting causes from sustainable hygiene and education to disaster response and food security[9][20]
- Culturally transformative: Building “Return on Relationships” rather than transactional engagement[21]
Madison Ayache’s closing insight captures the essence of this shift: “Purpose-led team building is only going to grow. The next phase is defined by flexibility, impact channels, clearer data, and scalable solutions. The next few years will be about meeting that demand while continuing to innovate around how teams connect through purpose”[4].
About CTW Events
CTW Events, a Clean the World Global brand, is a premier event management company specializing in high-impact, purpose-driven team-building experiences. Since 2012, CTW Events has distributed over 7.5 million kits, engaged 375,000 attendees globally, and supported 281,773 hours of meaningful participation[9].
Through partnerships with over 1,000 charity organizations worldwide, CTW Events empowers teams to make tangible differences in communities while strengthening workplace culture, collaboration, and engagement. Whether building hygiene kits, packing school supplies, or assembling disaster relief resources, every CTW Events experience is designed to be turnkey, scalable, and aligned with organizational CSR and ESG goals.
For more information about CTW Events and to explore our portfolio of impact experiences, visit ctwevents.org or contact our team at info@ctwevents.org.
Read the Full HQ Magazine Feature
HQ Magazine’s February 2026 edition is available online. Read the full feature here to explore the complete research findings, additional insights from industry leaders, and perspectives on the evolving role of purpose in workplace culture.
Stay Connected
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References
[1] Bullseye Engagement. Why Purpose-Driven Workplaces Attract and Retain Gen Z and Millennials. https://www.bullseyeengagement.com/blog/purpose-driven-workplaces-gen-z-millennials/
[2] Infeedo AI. Why ESG Employee Programs Actually Work [2025 Data]. https://www.infeedo.ai/blog/esg-employee-programs-impact-2025
[3] LinkedIn Pulse. The Intersection of ESG and Employee Engagement: Why It Matters. https://www.linkedin.com/pulse/intersection-esg-employee-engagement-why-matters-lumorus-fsy1e
[4] HQ Magazine & CTW Events. (February 2026). Purpose Now Sits at the Heart of Workplace Culture. https://meetingmediagroup.com
[5] TeamBonding. Impactful Corporate Volunteering Experiences. https://www.teambonding.com/corporate-volunteer-management/
[6] LinkedIn. Event Trends Shaping Corporate Events in 2026. https://www.linkedin.com/pulse/event-trends-shaping-corporate-events-2026-benchmark-tsxwc
[7] Epix Entertainment. 9 Corporate Event Trends in 2026. https://epixentertainment.com/blog/9-corporate-event-trends-in-2026/
[8] CTW Events. About Us. https://ctwevents.org/about-us/
[9] CTW Events. CTW Events Overview & Experience Catalog. https://ctwevents.org
[10] Save the Children, CARE, The WASH Foundation. Corporate Partnership Resources. https://thewashfoundation.org
[11] ESG Access. Impact of ESG on Employee Engagement. https://esgaccess.io/the-surprising-link/
[12] CSE-Net. Employee Engagement Drives Corporate Sustainability Success. https://cse-net.org/employee-engagement-corporate-sustainability/
[13] Benevity. How Employee Volunteerism Drives Workforce Engagement. https://benevity.com/blog/employee-volunteerism-fuels-a-stronger-workforce
[14] York & Vallette. How Employee Volunteering Transforms Company Culture. https://www.yorkandvallette.com/business/purpose-in-practice-how-employee-volunteering-transforms-company-culture/
[15] Search Wizards. The Hybrid Work Reset: What Candidates Want in 2026. https://www.searchwizards.com/2025/12/16/the-hybrid-work-reset-what-candidates-want-in-2026/
[16] Mental Health UK. Burnout Report 2026: High Stress Pushing Workers Into Sick Leave. https://mentalhealth-uk.org/blog/burnout-report-2026-high-stress-pushing-workers-into-sick-leave-as-just-one-in-four-feel-mental-wellbeing-support/
[17] Akriveia HCM. Hybrid & Flexible Work Models Shaping the Future of Work. https://akriviahcm.com/blog/hybrid-flexible-work-models-navigating-the-hr-tech-shift-in-2026
[18] E-Days. Balancing Workplace Flexibility vs Employee Expectation. https://www.e-days.com/news/balancing-workplace-flexibility-vs-employee-expectation
[19] LinkedIn. Meetings, Incentives, Conferences and Exhibitions (MICE). https://www.linkedin.com/pulse/meetings-incentives-conferences-exhibitions-mice-c6ivf
[20] CTW Events Experience Catalog. https://cdnc.heyzine.com/files/uploaded/1bb3cdfd44ff51154a1bf9bc5d725ac78416c129-4.pdf
[21] CTW Events. Why Fortune 100 Companies Choose CTW Events and the Return on Relationships. https://ctwevents.org/blog/fortune-100-ctw-events-return-relationships/