In order to give a more realistic view of how ESG and sustainability are developed in organisations, this paper explores the development of purpose in corporate governance and the challenges faced. The theme is analysed at the intersection between stakeholder theory and business models in two dimensions: the capability of the market to align stakeholders’ interests (invisible hand) and the trade-offs between purpose and profit. The analysis conducted gave rise to four scenarios with a range of theoretical and practical implications focused on corporate governance.