Earlier this year, IFF launched its new tagline purpose, brand commitments, and cultural attributes and values, explained in their video.
The brand identity and tagline, Where science and creativity meet, captures the company’s longstanding focus on the dynamic interplay between artistry and science to deliver differentiated, integrated solutions to customers that amaze and delight. IFF is a force for good in its communities worldwide, accelerating sustainability-driven change across its industry.
The company’s purpose, Applying science and creativity for a better world, continues to inspire everyone at IFF to push past traditional industry boundaries and commits to be a force for a better and more sustainable future.
Core to the company’s strategy for success, a central vision: Be the partner for essential solutions, reflects its vital leadership role in the global value chain for consumer goods and commercial products, and deep commitment to be guided by a customer-centric approach in everything we do.
The IFF brand continues to be underpinned by three commitments, adapted to better reflect the new organisation.
Question everything: We’re here to shake things up and forge a new path. We’re working at the cutting edge of artistry and science and encourage new discoveries at every opportunity.
Champion creators: We believe our differences make us great. We power companies of every shape, size and style with the ingredients, solutions and passion to convert ideas into impact.
Do more good: Claiming perfection doesn’t help. We’re on a journey to do better for people and planet. Every day we bring the talent, influence and responsibility to constantly challenge the status quo.
In 2019, IFF and DuPont Nutrition & Biosciences business announced their merger. According to IFF, this prompted it to create a new set of core values and cultural principles as the foundation of its growth strategy. This resulted in the following cultural principles:
Act as an owner: We take ownership and work with passion and integrity. Our teams are empowered to make decisions and help the entire organization thrive.
Be agile: We constantly push for progress and respond to the needs of our customers and the world with speed, skill, and creativity.
Collaborate and win together: Our bond with our customers and colleagues powers innovation and our shared success.
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