Schools, systems, and national education bodies are using the communication of purpose as a part of their improvement trajectory. Education, as a matter of public discourse, is framed at every level of interaction, from individual community perspectives, systemwide directives, national political agenda, through to international sustainability targets. At the intersection of these positions are students and their teachers. The lack of clarity around what education is for, how it is described, and how the purpose is expressed across the different levels of system architectures is clearly a matter of research and practitioner interest.