SC Johnson & Sons, a family-owned business in its fifth-generation, is attempting to highlight its increasing commitment to sustainability around the world with a new ad campaign.
The campaign is focused on the work SC Johnson does to increase sustainable farming of its products in the East African region, specifically Rwanda.
Fifth-generation chairman Fisk Johnson emphasised the family element of the company as a key factor behind its drive for sustainability. "We're working together to develop sustainable agriculture and business practices that will strengthen these communities," Johnson said. "As a family company we are motivated to do our part to make the world better."
The new ad is part of an ongoing campaign that links the family values of the household and consumer products business to its efforts at increasing the sustainability of its company and goods. Other initiatives include the use of wind power, efforts to reduce CO2 emissions and a focus on creating more environmentally friendly products.
Family businesses were very well represented in a report released last month by international think-tank Ethisphere on the world's most ethical companies, suggesting many of them share Johnson's attitude towards sustainability. (Click here to read our web exclusive on how to make your family business more ethical)
SC Johnson was founded in 1886 by Samuel Curtis Johnson, great-great-grandfather of the current chairman, and has grown into an international company with annual revenues of over $8 billion. The business employs 12,000 people in over 70 countries selling home cleaning, air care, pest control and home storage products.
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