The purpose of Blue In Balance is to support a balance between companies and society regarding environmental, social and economic conditions. Hence, Blue In Balance has a broad sustainability focus, but will at any given time focus on the reduction of CO2-emissions by companies and society as a core objective for the organization. Blue In Balance aims to be a leading agent of change for this agenda in Denmark and recognized internationally. Leveraging this purpose is primarily executed by Blue In Balance developing the companies capacity to integrate sustainability in their business in a way that leads to a competitive advantage and by developing the company stakeholders capacity to consider sustainability as decisive factor and thereby their ability to work with the companies in this business area. The capacity development is i.e. performed through the identification of best practice cases on specific sustainability issues and upscaling of these with the aim of a society-wide application. It is vital that all offerings and communications by Blue In Balance reflects a balance between the experience by companies (and their stakeholders) and the scientific evidence that supports one approach versus another.