The ultimate aim of our businesses and work on Global Responsibility and Ethics is to realise our Purpose and our Values. Our Purpose is: "Do good for people and the planet. Replace fossil-based materials with renewable solutions." Our values are "Lead" and "Do what's right". We defined and launched our new Purpose and Values in 2012. During 2013 we have continued to build awareness of these issues throughout the company. This work has included discussion sessions among employees, chaired by their managers, planned to promote open dialogues emphasising what our Purpose and Values should mean in our daily work. According to our annual employee survey 75% of our employees feel they can identify with our new Purpose, and more than 70% feel that our Values guide them in their daily work.