 While sustainability is easy to define, the ability to continue an activity into the long term, perhaps even forever, translating that idea into a business model however, or a sector strategy or a national policy is far less straightforward. This is where the Prince of Wales Fellowship Programme comes in. We launched it in 2018 as a tribute to the Prince of Wales' lifelong passion for sustainability. It brings together visionary companies, foundations, individuals with partners in the University of Cambridge to explore how sustainability can be made to work in practice. The research is challenge-led, using knowledge to spark action at a strategic level. It's also co-designed with its intended users. And above all, impact is embedded at each stage of the process, so we spend time investing in communications and in stakeholder engagement. I'm addressing air pollution, which is causing over 7 million premature deaths all over the world. I'm working with an electric mobility startup and a logistics company to explore retrofitting two-wheel fuel powered motorcycles into electric with an overarching aim of retrofitting over 400,000 two-wheel motorcycles in Kampala. One of the key lessons I've learned that it's very important for research to work with the business entities and policymakers in order to create holistic, inclusive and just intervention as this provides an opportunity to understand the various local contextual factors, including the social environmental systems, the inherent trade-offs and the changing circumstances within society. So, my research focuses on the role of the luxury sector in fostering social inclusion because as we see societies are facing growing challenges and we've seen the rise of Black Lives Matter movement, so luxury brands have a key cultural role to play and my research is trying to identify the ways by which luxury brands can accelerate behavior change. I'm trying to engage with a variety of stakeholders including industry experts and NGOs and also looking into the consumer side and by gathering this data I'm trying to understand how can organizations reinvent their business models and change their organization cultures in order to embed sustainability and redefine their purpose. I think the biggest impact of the research is when we're able to turn our findings into actionable insights that will help luxury brand managers redefine their purpose and align the strategy for long-term value creation for society.