Marketing of the Meaning - III

For example, S.C. Johnson & Sons, Inc. embeds its commitment to social and environmental sustainability in the mission, vision, and values of the company. With the mission of “contributing to the community well-being as well as sustaining and protecting the environment”, S.C. Johnson & Sons, Inc. satisfies the consumers by providing various products, realizes aspiration by inviting consumer’s participation in sustaining the environment, and practices compassion by targeting “base of the pyramid” market.

The company has the vision to be the world leader in delivering innovative solutions to meet human needs through sustainability principles. The achievement of the vision is marked by a profitable growth and several awards obtained by the company. It also releases a public report to measure its achievement in the area of sustainability. 

The values of S.C. Johnson & Sons, Inc. lie on the concept of triple bottom line: economic value, environmental health, and social progress. To target the minds, hearts, and spirit of current and future employees, the company uses the triple bottom line concept. By saying that the company’s fundamental strength lies in our people, it targets the mind. To target the heart, the company hires working mothers and was dubbed as one of 100 best companies for working mothers. By offering the opportunity to do what’s right for the environment and social sustainability, the company targets the spirit.