The Mission Report was created to account for how the museum generates added value – that is, the value created in terms of positive impacts for its stakeholder community. MUSE has been using this form of reporting since 2012, initially as a ‘Social Report’ and subsequently as a ‘Sustainability Report’, having recognised the overarching and integrative nature of the vision for society set out in the 17 goals of the 2030 Agenda. The evolution towards the current Mission Report – an approach that links the activities reported to the institution’s very mission – enables MUSE to describe and demonstrate in detail how it fulfils its cultural and social role whilst upholding its economic, environmental and accessibility responsibilities.