Purpose is one of those corporate buzzwords that's taken off in the last couple of decades. But what's it actually mean to have a purpose - and can your purpose be as simple as making a profit?

Ben Bars, CEO of consulting agency We Are Unity, has helped some of the world’s biggest brands define and reinvent themselves - Mars, Woolworths, KFC, Rolls-Royce and Virgin, to name a few. He talks to Sean Aylmer about the role of purpose, and how companies can align their purpose and culture.