JULIA CHRISTENSEN HUGHES Dean, College of Business and Economics, University of Guelph, Ontario How often do our values align with those of the organisations we work for and buy from? There are many factors at play when we make purchasing decisions and career choices, but people are increasingly looking for more personal and purposeful connections, says Dr Julia Christensen Hughes, Dean of the College of Business and Economics at the University of Guelph, Ontario. Values-led