In this xChange Paul Skinner, founder of MarketingKind, interviews Polly Mackenzie, Chief Social Purpose Officer at University of the Arts London, to explore how we can mainstream social purpose in enterprise. We discuss everything from why Polly took on her current role, to how we might rethink free markets, taxes and regulation, the challenges of embedding values throughout a large organisation, how the creative industries are more needed than ever in our crisis-prone world and the need for a new national story in the UK.