Our vision is the highest level of ambition we can imagine for our business and our brand. It positions us in terms of the contribution we want to make, and summarises our desired societal impact. It is forward-looking and highly aspirational, describing the long-term effect of the difference we make every day.
Our mission describes why we exist and the difference we want to make in the here and now. It helps us to communicate what drives us and gets us out of bed in the morning. It’s not a lofty set of ambitions for the long term. Instead, it’s practical and can-do; a powerful, real-world statement of action.
