- To support and encourage research projects and related initiatives in the broad field of "Conduct, Culture, People". Such projects (as Associated Research Projects) will, typically, focus on ethical and cultural issues in the operation of large organisations or particular sectors of activity, with no geographical limitation;
- To encourage an approach to research in such Associated Research Projects that is strongly evidence-based, tending to identify specific indicators and/or metrics that can, or could, be used for assessing "ethical performance", cultural resilience (or improvement) and trustworthy and ethical conduct;
- To examine how organisations obtain and are able to retain the level of public trust required or expected in the modern era;
- To raise the reputation of the Foundation and its Associated Research Projects to a level commensurate with the endorsement of a Foundation kitemark system;
- To act as a channel of funding for the Associated Research Projects and the activities it supports and generally encourage such funding, whether by donation or otherwise;
- To act as aforum for debate in relation to the activities it supports; and
- To work with academic institutions, and other third parties, that are interested in its activities and, more generally, to encourage civil society engagementin the issues raised by such activities.