SC Johnson & Sons, a family-owned business in its fifth generation, has released a new advertisement emphasising the family values of the company in order to reinforce its commitment to sustainability.
Fifth-generation chairman Fisk Johnson (pictured) explained why sustainability is more important to them as a family business: "At SC Johnson we have a history of being ahead of government regulation. We look for more creative ways to make a bigger difference in the world. We are driven by a commitment to do what's right, it's not just about a business obligation, it's a family one," he said.
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 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. (Click here to read our coverage of the story)
As a family business, US-based SC Johnson takes a longer-term focus as opposed to being completely driven by profits.
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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