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Friday 5
Mission possible
6 June, 2025
In 2021, Nesta, an innovation agency for social good, launched a mission-driven strategy to tackle three ambitious goals by 2030: a fairer start, a healthy life, and a sustainable future. The organisation’s pivot, from being an ‘enabler of innovation’ to an ‘active agent of change’, was a response to a growing recognition of the value of social innovation, alongside the need for bold, systemic responses to complex societal challenges. Four years in, Nesta has shared what they’ve learned so far.
First, they highlight the importance of mission focus. While they initially explored adjacent themes alongside their major missions, it became clear that meaningful progress on a goal requires full commitment. Taking on too much, even on related issues, can dilute impact and makes it harder to drive change where it matters most.
Second, they emphasise the need for tailored, realistic approaches. Each mission demands its own theory of change and a flexible set of tools, adapted to its context. This clarity is also key when working with partners and collaborators so they understand how best to contribute.
Third, adaptability is essential. Nesta’s work sits within a fast-moving world, where technologies like AI are reshaping possibilities and political priorities shift rapidly. Staying alert and responsive to shifting landscapes is crucial in remaining relevant and effective.
And finally, creating a story of progress is vital for maintaining momentum. Working towards a vast mission can be a huge task, but installing regular progress reviews allows for reflection, realignment and a continued push forward.
Nesta reflect that achieving their mission by 2030 is an ‘improbable, but not impossible task’, a cautiously optimistic message that highlights the huge potential for real impact if done right. Their reflections don’t just apply to their own journey, but rather offer valuable insight for any organisation working with purpose, towards specific missions. Business very much included.
By Rosie Serlin