“Society is now expecting more from businesses,” said Sara Soderstrom, assistant professor of Organizational Studies and Program in the Environment at the University of Michigan, in the session “Company-Community Partnerships for Purpose and Sustainable Impact.” She explained that tensions exist between aspirations and objectives, and she used President John F. Kennedy’s approach to putting a man on the moon as an example: The aspiration was to advance science, and putting a man on the moon was an objective that served to advance science.