The Power of Purpose: How Self-Affirmation and Future Orientation Shape the Brain

Building on earlier work, a 2016 study published in Social Cognitive and Affective Neuroscience revealed new insights into how self-affirmation interacts with brain function and motivation. The research, conducted by Dr. Emily Falk, Dr. Vic Strecher, and colleagues, found that reflecting on personal values activates neural systems associated with self-processing and reward—and that these effects are even stronger in individuals who are more future-oriented.

This study is part of the scientific foundation that informs Kumanu’s Purposeful platform and the broader Wellbeing 3.0 movement. It reinforces our belief that purpose is both a powerful and measurable force in shaping behavior and well-being.

Key Findings

Participants who engaged in self-affirmation showed increased activity in the brain's ventromedial prefrontal cortex (VMPFC) and ventral striatum—regions associated with self-related thought and reward. Notably, individuals who naturally thought more about their future experienced even greater neural activation, suggesting that a future-oriented mindset strengthens the effects of self-affirmation.

These findings help explain why purpose—anchored in values and aimed at future goals—is such a powerful driver of lasting behavior change.

Relevance to Kumanu’s Work

This research underscores several key principles that guide Kumanu’s approach:

• Purpose is neurologically reinforcing, engaging reward systems that make positive behaviors feel meaningful and motivating.
• Self-reflection on values can initiate these effects, especially when coupled with a future-focused perspective.
• Personal purpose, when intentionally cultivated, can be a long-term source of motivation, resilience, and well-being.

These insights continue to shape the design of Purposeful and other Kumanu solutions that help people connect daily actions to what matters most.

A Continuum of Science-Backed Purpose

Together with the earlier 2015 study published in PNAS, this research creates a compelling narrative about the science of purpose. Both studies were led by members of Kumanu’s Science Advisory Board—Drs. Falk and Strecher—whose expertise continues to guide our innovation.

To explore the full publication, visit the study here.

‍