"Big business today is under scrutiny like never before. Trust is flaky. Consumers are cynical. Many companies talk about playing a role in society—through philanthropic giving and environmentally sustainable practices. But few have defined their ambitions for life. Companies have a phenomenal impact on how people feel—our wellbeing. Yet there has been a deafening silence from the private sector about the central purpose of human existence. In our turbulent world of change, we desperately need a more human form of capitalism that places people at its heart—whether that's farmers supplying raw materials, factory workers creating goods, or shoppers buying and consuming products and services. We need business to embrace a wellbeing purpose with an audacious ambition: to make life feel better."