The world is undergoing a period of unprecedented change, characterised by a rising population, rapid economic growth, the spread of globalisation, pressure on the environment and continuing social, political and cultural divisions.

The UN estimates that half of the world's population, 3.2 billion, now live in cities, compared with 13% (0.2 billion) in 1900, 29% (0.7 billion) in 1950, and 37% (1.5 billion) in 1975.

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.