Our mission is to be the essential voice and the best support for a vibrant, successful and diverse university sector, to influence and create policy for higher education, and to provide an environment where the interests of our sector can flourish.

We will work to deliver our mission by:

• Providing members with foresight on policy issues and helping them shape the agenda.
• Mounting effective and timely advocacy campaigns on policy issues vital to the sector.
• Promoting the achievements of the sector and thereby securing support for continued investment
• Being recognised as having excellent and effective communication with decision makers, stakeholders and the media, and with members and their institutions.
• Collaborating with other sector bodies and where necessary coordinate sector-wide activities.
• Regularly reviewing our effectiveness and organisation to ensure it remains fit for purpose, well managed and supportive of our staff.