In spite of the success of the market in lifting millions of people in emerging countries out of poverty, we believe that the current frameworks in which it operates are leading to unsustainable outcomes. There is little point in having a vested interest in a global system that cannot endure. This would be a vested interest in failure. However, we believe that the market remains the most powerful proven means of stimulating innovation and achieving solutions that meet immediate consumer needs, although these solutions are not necessarily in line with long-term sustainability.

For companies to fulfil the purpose we have set out, they not only have to be clear about their purpose but also adopt a stronger and more proactive role in society.

Tomorrow's global company should expand its view of success and redefine it in terms of lasting positive impacts for business, society and the environment.

We believe in a strong market economy. The market economy has driven human progress and growth, lifting the living standards of many people. But the world is now undergoing a period of unprecedented change and it is becoming clear that the current frameworks in which the market operates are leading to unsustainable outcomes.

Because of their scale, power and influence, tomorrow’s global companies will have an important wider role as carriers of human values - for good or ill. If they fail to set high standards, others outside the company will find it easier to tolerate corruption, fraud and human rights violations. However, if they do act as role models, they will add value to the health of the societies in which they operate.