When this report launched in 2019, 20% of Georgians felt strongly about business generosity. Today 81% find it very important. Data in this report underscores the critical role of business generosity in retention, employee satisfaction, and financial success. More than ever before, data revealed consequences for a lack of generosity—including 51% of employees who have left a job because their employer was not generous.

Colony Bank and its CEO, Heath Fountain, were selected for the remarkable way they connect their purpose beyond profit with daily interactions with customers and communities. In our interview with Heath, we explore the importance of intentional leadership as well as specifics on how to communicate purpose across a dispersed workforce.