Friday, August 1, 2014

WOMAN CEO SPECIAL....................... Purpose is a Compass in a Changing World

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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