This project investigates how the concept of value in business is shifting and how this shift is influencing the integration of profit and purpose. The research establishes an understanding of the concept of value in business within the contemporary context by synthesizing findings from a literature review, qualitative interviews, and systems analysis. These methods uncover the structural, relational, and ideological forces shaping the concept of value, as well as the interdependencies, power dynamics, and feedback loops within the current system.

To address the research objective of identifying strategic pathways supporting businesses navigating toward sustainable success and meaningful impact, the exploration of the concept of value and its relationship to the integration of profit and purpose was extended into future contexts by employing strategic foresight methods. Horizon scanning and historical analysis identified drivers of change, laying the groundwork for scenario construction. The Cone of Plausibility technique provided a structured approach to explore how altering assumptions about drivers' behaviour might shape different futures. Analysis of the resulting scenarios revealed eight insights, which then informed the development of foundational capacities and strategic pathways to support businesses attempting to integrate profit and purpose. Additionally, a set of guiding questions was developed to support strategy and design teams in thinking systemically and reflexively when working with value propositions.