Anna Parry is the super-creator and one of the foundersat by the design company Proto Proto. On Tuesday, she lectured to creatives at the incubator on purpose-driven entrepreneurship linked to the UN's global goals.

Millennials - people born between the early 80s and mid-90s - now make up 2.5 billion people globally and are fast becoming the strongest buying group in the world. This young generation, also known as Gen Y, thinks and lives in a way that is different from previous generations. They tend to choose products from brands that have a higher purpose than just solving a single problem or need.

Anna Parry, super-creator and co-founder of design company Proto Proto is convinced that we need to change the way we do business - to reverse the climate crisis we are facing and to achieve the UN's Global Goals for Sustainable Development - and the new generation of consumers will be the ones driving the change.

Over 60% of millennials choose brands that have a higher purpose than making money, Anna says. Of course money is important, without a working business plan you can't make a difference, but I would say that money is never the reason you run your business. The reason is something else - the values you build it on, the problem you want to solve, your special gift; money is an effect of your activity.

In our industry and in today's production society, there is a skewed distribution of income along the production chain, as brands take the lion's share of the revenue and it is usually only crumbs that go to the producer," Anna says. If you buy a t-shirt from one of the big clothing brands for 199 SEK, the person who made it gets about 3 SEK of that. At Proto Proto, we want to question every part of this whole process and change the way we as consumers think about vi and from. And it starts with us actually thinking about fromthe ones who produce what we buy. We see huge potential for sustainable development in the countries we work in, and reducing inequality starts with work and income; we want to be able to provide as many jobs as possible to the cooperatives we work with; but we also want to showcase the amazing wealth that exists there, in terms of heritage, craftsmanship and joie de vivre. That's an important part of our own purpose; to choose the stories we share with care. We are not interested in stereotyping - we want to show other sides of reality.

At Proto Proto we work with a collaborative design process where a designer and a craftsman, from different cultures and circumstances, work together to design a product on equal terms with fair wages. It's super exciting, a kind of "culture jamming". Last week we launched our first product, a hand-woven carpet, co-created by designers from Berlin and a weaving cooperative in Morocco.

By working together across national and cultural boundaries, and talking about what we do, we hope to contribute to reducing inequality, increasing knowledge and a sense that we are not so different after all. And that everyone can make a difference.

 And getting to talk about it with other creatives and entrepreneurs is super cool - if I can inspire just one person to think more sustainably and purposefully about their business, it's worth the stage fright! Anna says. I truly believe that purpose-driven entrepreneurship is the future, and both urgent and necessary if we are to have a future.