The leisure marine industry, particularly the marina sector, has its challenges when it comes to attracting and keeping the right people. With an aging workforce and increased competition for skilled professionals, standing out as an employer of choice is more important than ever.

An effective way to do this is by developing a strong environmental and social purpose. But what does that mean? In simple terms, environmental purpose is about taking responsibility for how your business impacts the planet. Whether that’s through reducing carbon emissions, managing waste responsibly, or protecting local marine environments.

Social purpose, on the other hand, is about being a positive force in the community, supporting local initiatives, and fostering a culture of inclusivity. It’s about making a difference, not just for the sake of reputation, but because it’s the right thing to do. Younger professionals, particularly Gen Z and younger millennials, are increasingly drawn to companies that align with their personal values. A recent survey by Deloitte found that more than 60% of Gen-Z workers would take a pay cut to work for a business that’s environmentally responsible.

However, it’s not just the younger generation that cares. Many experienced professionals are now looking for companies that demonstrate ethical practices and make a positive social impact. When people see their company actively making a difference, whether that’s through sustainable marina practices, beach cleanups, or community projects, they’re more likely to feel proud of where they work. It’s not just about claiming to care, it’s about showing it through real action.

That sense of purpose doesn’t just make recruitment easier, it helps keep people motivated and loyal in the long run. Some marinas are leading the way by getting staff involved in sustainability projects, environmental initiatives, and even letting them lead on implementing greener technologies onsite. These aren’t just PR stunts, they build pride and a sense of shared responsibility. When your team feels connected to a meaningful purpose, they’re more likely to stick around.

In a sector in which finding and keeping good people is a challenge, building a purpose-driven culture can give you a real edge. It’s not just about recruitment or retention, it’s about creating a place where people feel valued and motivated, proud to be part of something that’s making a positive impact. Isn’t that the kind of workplace we all want to be a part of?