About People & Purpose Cymru
Building inclusive cultures through leadership, purpose and practice
People & Purpose Cymru helps organisations develop inclusive leaders, strengthen culture and create environments where people can thrive.
We specialise in culture, organisational development and behaviour change, supporting leaders and teams to build trust, strengthen relationships and turn insight into meaningful action.
Our work is rooted in a belief that sustainable change happens when organisations focus on three things:
People
Understanding behaviours, perspectives and lived experiences.
Purpose
Creating clarity around values, culture and shared goals.
Practice
Embedding learning through action, reflection and behaviour change.
Whether through leadership development, reverse leadership, mentoring or organisational development, our focus is always the same: helping organisations create cultures where people feel valued, heard and able to contribute at their best.
Our Values
Belonging We create spaces where people feel seen, heard, and valued.
Integrity We lead with honesty, clarity, and a commitment to doing what’s right.
Courage We support leaders to have the conversations that matter.
Community We honour Welsh identity, culture, and the power of collective leadership.
Evidence‑Informed Practice Our work is grounded in research, behavioural science, and real‑world experience..
Why We Exist
Leadership is evolving.
Organisations are navigating increasing complexity, workforce pressures and changing expectations. Developing leaders is no longer just about capability. It is about creating cultures where people can belong, contribute and thrive.
People & Purpose Cymru exists to support that shift.
We work with organisations to strengthen culture, develop leadership capability and create opportunities for meaningful growth, ensuring learning translates into lasting impact for individuals, teams and communities.
Our approach combines evidence-informed practice, behavioural insight and practical experience to help organisations move beyond intention and into action.
Meet Claire Hughes
Founder | Culture, Leadership & Organisational Development
Claire Hughes is an experienced people, culture and organisational development leader with a track record of helping organisations navigate complexity, lead change and improve outcomes through evidence-informed practice.
With experience spanning commercial, public service and military-civilian environments, Claire brings a unique combination of strategic insight and practical delivery. Her work has focused on leadership development, organisational culture, behaviour change, inclusion, workforce engagement and continuous improvement.
She has designed and delivered leadership and mentoring initiatives, facilitated development at senior levels and supported organisations through periods of significant transformation. Her approach blends curiosity, challenge and compassion, creating the conditions for honest reflection and meaningful growth.
Creating Measurable Impact
-
Creating and leading a 34-person reverse mentoring and leadership programme designed to strengthen leadership capability and cultural understanding. 91% of participants believed the programme drove meaningful organisational change, 82% reported improved empathy and 73% reported increased leadership reflection
-
Leading the learning and development workstream for a culture transformation programme delivered in partnership between Capita and the British Army, supporting manager capability, facilitator development and national delivery for more than 800 colleagues. The programme was recognised as a finalist in the 2026 Business Culture Awards.
-
Delivering organisational improvement initiatives that strengthened governance, collaboration, operational effectiveness and employee experience across complex environments
Beyond the Workplace
Claire is passionate about creating opportunities for people to grow, contribute and belong.
Alongside her professional work, she serves as Chair of Llanfyllin Town Football Club and co-founded the Border Rounders League, helping to create inclusive spaces where people and communities can connect, develop and thrive.
As an RAF veteran, her approach is shaped by service, integrity and the belief that lasting change happens when people come together around a shared purpose.