News: June 20, 2025

Why the Experts Are Wrong: Being Engaged at Work Doesn’t Matter
For years, companies have obsessed over employee engagement—measuring it, managing it, trying to spark it. But what if they’ve been chasing the wrong thing all along?

In 2000, Gallup began regularly reporting on the state of the American workforce. The headline stat—what percent of employees are "engaged at work"—was born. Business leaders latched on. Engagement became the pulse-check of corporate health, a tidy percentage used to justify cultural initiatives, HR investments, and entire departments. But today, 25 years later, the average engagement score in the U.S. is… still just 33%.

EMBER Unveils Collective Organizational Identification (COI™):
A Scientific Breakthrough Powering the First Standardized System for Linking Workforce Identity to Business Growth

Where traditional employee metrics fall short, science-backed COI powers measurable business outcomes and lasting competitive advantage—by Building Companies and Brands from the Inside Out™

New York, NY – June 10, 2025 – After nearly a decade of empirical research into the connection between employee identity and business outcomes, EMBER™ today unveils Collective Organizational Identification (COI™)—a groundbreaking scientific metric at the core of its proprietary performance system. COI™ captures the extent to which employees identify with their job, their company, and the brand they represent—as well as how individuals collectively see their success, values, and identity as intertwined with the company’s purpose and performance. Unlike traditional engagement metrics—which often fluctuate and lack predictive power—COI offers a stable, scientifically validated alternative that directly links workforce identity to brand and business outcomes.​..