'To promote the delivery and development of high quality services that enable informed educational, training and occupational choices, and effective career management.'

Be the informed centre for ethical and best practice, research and development, education and training for all those interested in the practice, growth and influence and future of career guidance.

Be the leading professional association for career guidance practitioners in the UK - the organisation for experts on choices for learning and work.

Support best practice in whatever context our members operate and to be the focal point for all career guidance practitioners - researchers, guidance workers, managers and trainers - to share their knowledge and enjoyment of the profession in which they are engaged

Work collaboratively with other organisations and agencies interested or involved in career guidance to influence policy makers and to promote quality standards.

Raise awareness of and promote the benefits of career guidance.