retail news in context, analysis with attitude

I was just reading a piece in Business Insider about how some companies have created the role of Chief Purpose Officer in their c-suites, with that executive charged with connecting "a company and its employees to a purpose at work."  The idea is to address the problem of burnout, and I think it is conceptually smart but only part of the equation and one approach to creating a North Star for employees and a culture of caring that is both good for workers and business.