Purpose is a Compass in a
Changing World
I
recently had the pleasure of addressing the 2014 Sustainable Brands conference
in San Diego, where I talked about the power of purpose-driven brands.
When
I look at great companies and brands, they have something in common – a clear
and singular purpose. A purpose grounded in ideals and beliefs that define why
they exist, who they are, what they stand for and what they mean to people.
Purpose
isn’t selling more products and services – that’s a goal of every business.
Purpose is the compass that guides your business and serves as a filter to make
decisions. It inspires employees to drive your company’s performance and it
strengthens your connection with consumers and their values.
At
Campbell, our purpose is – Real food that matters for life’s moments. It is our
North Star to navigate a changing world as we respond to shifts in consumer
behavior, demographics and values and reshape our portfolio for future growth.
Our
purpose reflects three enduring beliefs. We believe in the power of food to
connect people… that food should be good, delicious and accessible… and that we
have a duty to the Earth, our communities and our people.
These
beliefs reflect the special place our brands have in people’s lives. They trust
our brands and expect more from us; they hold us to a higher standard; and we
want to be held to that standard. That’s our character as a company.
As
I said at the conference, people expect brands to serve a purpose in their
lives but many want something more – brands that reflect their values,
including a commitment to social responsibility.
Surveys
have shown that a brand’s social purpose is becoming increasingly important to
consumers when they make purchasing decisions.
That’s
relevant to our company because we have a history of helping communities to
thrive and serving as a good steward of the natural resources we all share.
We’re
living these values and we’re aligned with consumers through our steadfast
commitment to corporate social responsibility, guided by our purpose and our
belief that what we do every day matters to the families who rely on our foods
and beverages, as well as our customers, communities and shareholders.
As
I highlighted in San Diego, Campbell is making progress toward our goal of
cutting the environmental footprint of our product portfolio in half by 2020.
And we recently expanded our commitment to sustainable agriculture with pledges
that I announced at Walmart’s Sustainable Products Expo, including one to drive
20% reductions in greenhouse gas emissions and water use for our five key
agricultural ingredients.
I
also discussed two purpose-driven businesses that we have acquired since 2012
to respond to the health and wellness shift and the evolving values of
consumers: Bolthouse Farms, a maker of packaged fresh carrots, super premium
beverages and refrigerated salad dressings; and Plum Organics, which offers
organic foods for infants and children and is incorporated as Public Benefit
Corporation.
As
a CEO, I believe it’s important to make a profit and make a difference in
people’s lives. In a changing world, having a purpose with ideals that
differentiate your brands and enhance consumer loyalty will be a key to
achieving sustainable growth.
Denise MorrisonInfluencer
President
& CEO at Campbell Soup Company
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