A Purpose Moonshot is an inspiring, ambitious goal to create social or environmental value on an epic scale. But these Moonshots aren’t just a way to inspire 10x innovation and engage employees: they also have the potential to be hugely profitable. Solving the United Nations Sustainable Development Goals isn’t just the right thing to do: it’s estimated it would unlock $12 trillion in value.

When it comes to the topic of Purpose in business, Boards have a crucial role to play in unleashing its power.

What we are seeing today is the rise of the Conscious Consumers - people of every age but especially Millennials and Gen-Z who are increasingly looking to buy products and services that create a positive impact.