This all sounds very airy fairy. The message being spruiked here only applies to 30% of the employees. Read into that the higher paid/higher educated staff. The remaining 70% who do all the "menial" tasks that keep the organisation running just want the basics. Job security, good pay and good benefits.Most don't expect to be millionaires by working at Qantas, but they expect to work for a well run, respected organisation that pays them well (above industry average), that values the employee by giving them the security in the knowledge that their jobs are not under constant threat.
What those who run HR & IR don't seem to realise is that by constantly poking the staff with the big stick and by crying wolf over the last 10 years, they have brought about a reaction of their own doing.