Responding to the demands to have a coherent mission-led business strategy, the government recently commissioned a report into mission-led businesses. The aim of On a Mission in the UK Economy, published by the Department for Culture, Media and Sport, and with the advice of many leading business leaders, was to assess the current data on UK mission-led businesses and to set a vision for future recommendations.

The facts are clear, claims the publication real business. Since 2010, the importance of “purpose” as a purchasing factor has risen 26 per cent globally and the growth rate of brands identified as “responsible” is nearly double that of conventional brands. Evidence also suggests that Millennials are increasingly looking to work in organisations that have a clear purpose rather than just a career ladder.