The quest for purpose beyond profit is critical in maintaining customers and driving future industry dynamics in Australia. Without a long term positive purpose, organisations risk losing trust and falling behind. Trust is now more than an expectation, it’s a requirement for all industries and down the supply chain. Accenture experts Ann Burns and Jonathan Restarick join host Tim Broome to discuss how the younger generation is driving change and how organisations need to be in tune with their customers moral expectations to survive.