Purpose is the corporate buzzword of today, with politicians, the public, and even shareholders calling on businesses to serve wider society. But purpose is also controversial, because companies have a responsibility to deliver returns to investors. Is there a trade-off between purpose and profit, or is it possible for companies to achieve both? This talk will critically examine the case for purposeful business, using rigorous evidence and real-life examples to show what works – and, importantly, what doesn’t. It will discuss practical ways for businesses of all sizes to put purpose into practice – to ensure it guides a company’s day-to-day decisions, is embedded throughout the organisation, and enhances rather than jeopardises long-run shareholder returns.