Belu's purpose is guided by UN Sustainable Development Goals 6 (Clean Water and Sanitation), 12 (Responsible Consumption and Production) and 13 (Climate Action). Through its partnership with WaterAid, Belu helps provide access to clean water, decent toilets and good hygiene, while reducing its environmental impact through lower-carbon solutions, circular design and water stewardship. Belu does this by giving 100% of its net profits to WaterAid.

Purposely's model provided the foundation for embedding Belu's purpose into its Articles of Association, making its social mission the primary constitutional purpose of the business. The Articles make clear that any benefit created for shareholders is a consequence of pursuing that purpose, rather than the purpose itself. By embedding its purpose into its governance, Belu has empowered its Board to prioritise long-term environmental and social impact in every decision it makes, ensuring the business remains focused on changing the way the world sees water.