Luxury Brands as a Source of Employee Meaningfulness: Lund University Research

Organizational researcher Rachel Waldo at Lund University has identified a largely overlooked factor in employee motivation: the brand itself. Her work explores how luxury brands, in particular, can become a source of meaningfulness for employees, transforming routine work into something with deeper personal significance. This challenges traditional views that focus on tasks, relationships, or compensation as primary drivers of workplace meaning. Waldo’s research suggests that when employees identify with a brand’s values, heritage, or prestige, their work takes on greater purpose. For luxury companies, this can be a powerful retention and engagement tool, as staff may feel they are part of something exclusive and culturally significant. The study implies that brand enchantment—an emotional and almost magical connection to the brand—can elevate employee experience beyond mere job satisfaction. The findings matter for HR and branding leaders, especially in high-end retail, hospitality, and fashion, where frontline employees are brand ambassadors. By fostering brand enchantment, organizations may unlock higher commitment and lower turnover. Waldo’s work points to a strategic opportunity: investing in brand storytelling internally, not just externally, to build a workforce that finds meaning in the brand’s identity. As the line between consumer branding and employer branding blurs, companies that cultivate this enchantment may gain a competitive edge in talent markets.