All successful companies have a corporate culture as it is the shared values and practices of the company’s employees. As the company matures from a start-up to a more established company, the corporate culture might change, and it is a good practice to review your culture from time to time.
Some start-up companies may find it pointless to create a corporate culture since there are other more important agenda to attend to. It is rather sad when management thinks that the company culture is not a top priority. Corporate culture is important because it can either make or break your company.
To encourage new start-up companies to come up with their own corporate culture, we look at The Honest Co. and what their culture means to them.
The Honest Co.
Founded in 2011 by the famous actress Jessica Alba and her three other partners, The Honest Company is a consumer goods company that emphasizes the importance of non-toxic eco-friendly products for family and home. They started off by selling diapers and moved to other range such as personal care, cleaning products and even vitamins and minerals.
The Honest Company has experienced a high level of growth. In the first year of selling products, they hit $10 million in revenue. By last year, it was $150 million, and it is predicted to hit over $250 million this year.
It is not all about profit and making money, The Honey Company gives back to the community as well. Employees volunteered their time to take part in community occasions, participate in other awareness events such as Movember and even reach out to nature by having Green Week.
From the start of the company, The Honest Co. have enforced their company’s standard and these standards are regularly revisited and refines because they always try to be better. Their corporate cultures are:
Create a Culture of Honesty: We are serious about honesty – both as it applies to the integrity of our relationships and in being true to you. And, it’s a standard we encourage throughout our staff, stakeholders, and customers. But, that’s just the beginning. In all we do, we want to make each day a little more fulfilling, inspired, and downright better.
Make Beauty: Your home sets the stage for your life. We design our products that add to the beauty of your surroundings (instead of things you want to hide in drawers and under sinks). We like to play with rich colours, whimsical details, modern shapes, and multi-cultural inspirations.
Outperform: Modern families are busy and everything matters. That’s why we craft products that will perform to the highest standards of effectiveness. Products that take care. Products that exceed expectations. Products guaranteed to not only satisfy, but also delight. We are relentless in the pursuit to be attentive to every detail.
Service Matters: We know exceptional service is important, and we intend to go above and beyond, and way over the top. We believe that a deeper level of trust can be built with incredible service. And knowing when to say “sorry”, dedicate to making it right…all with a super big smile. Serving you better is also about listening and being open to dialogue – that’s when we have the opportunity to learn the most (so thank you).
Sustain Life: We believe if you can make an amazing product without harming people or the planet, you should (and we do believe we can). We feel tremendous responsibility to this planet we call home. We are serious about being honest stewards of the natural environment and protectors of the (little) people. Therefore, we seek to inspire new solutions, reduce our collective impact, cause no unnecessary harm, and make products that are as non-toxic and healthy as possible.
Be Accessible: We strive to make our products as affordable as possible. And what’s more convenient than having it shipped right to your door? We want every family to have the opportunity to be a part of The Honest Company experience. Accessibility is a promise to openly listen to you & collaborate–so that with you, we can continually become better and always improve.
Pay it Forward: As parents, we teach our kids to be kind and respectful citisens and as a company, we feel it’s just as important. We are committed to both individual and corporate social responsibility – taking selfless actions that benefit others. This includes charitable partnerships, working with advocates on promoting policy changes that better protect our children and planet, and supporting the efforts of our employees with paid community service days and direct matches of non-profit donations.
Fun!: We constantly seek ways to create it, have it, and share it as much as possible.
In the office of The Honest Company lies a wall that has the company’s manifesto written on it. It is filled with plenty of quotes and phrases to help employees understand what The Honest Company is be about and making a statement on how it is different than any other lifestyle brands for families.
Motivational statements for their employees include:
“Challenge the status quo”
“Make it fun and smile a ton”
“Respect others and you will be respected”
“Try not to bring others down on your way up”
We all know how healthy products and food are always expensive as they cost more to produce. In a world full of chemical products in everything, healthy living does sell. In just under 5 years, a small startup company selling only diapers at the start in now a billion-dollar business.
Leaving the celebrity status out, The Honest Company is a good example for other startup businesses to look up to as they not only developed their corporate culture from the beginning but they also review them from time to time. And let’s not forget the motivational wall with the company’s manifesto written on it. These encourage employees to be more focused, determined and productive at their workplace.
Read our blog on creating a great company culture at your start-up to find out how you can create your own corporate culture.