Perhaps one of the best sustainability visions I have seen was done by John Deere back in 2015. They outlined a larger challenge to not just build tractors but to feed the world. This gave a clear social anchor to the work that development teams were doing. The simple shift from being a farm equipment manufacturer to being part of the greater good enabled them to design innovations that helped to yield more nutrition per acre of land. Furthermore, this reframing helped to motivate stakeholders and improve the overall company brand value.
Feeding the world.
Original source: Sustainability and Agile