70+ Best Core Values: Examples for Consumer Services and Products Industry

Core values are important for increasing employee engagement and workplace satisfaction, as well as fostering customer loyalty. By establishing clear values from the start, businesses can create a strong foundation for growth and establish a culture that aligns with their goals. In this article you will find examples of core values for companies that fall into the following industries:

Consumer Services and Products

Consumer services and products sector includes a wide range of businesses that provide goods and services to individual consumers. It encompasses a wide range of companies, including retail, e-commerce, hospitality, food service, entertainment. Consumer product companies may provide products such as apparel, electronics, toys, food, beverages, health products, and more. Consumer service companies may offer services such as home repair and maintenance, landscaping services, auto repair, hair styling, pet services, etc.; provide entertainment and hospitality services such as amusement parks, travel services, restaurants, and bars. From electronic goods to luxury apparel, consumer services and products provide people with a variety of goods and services that they need in their everyday life. Companies in this industry focus on improving customer experience and strive to provide the best value for their customers.
In order to be successful in this industry, these companies must:

  • have a strong understanding of their target market;
  • have the ability to create innovative products and services that will appeal to customers;
  • adhere to a set of regulations in order to provide safe and quality products and services to customers;
  • differentiate themselves from competitors in order to build a loyal customer base;
  • adapt to the changing market conditions to stay successful.

Therefore, for companies in the consumer services and products industry, core values often focus on customer satisfaction, responsibility, quality, integrity, respect, innovation.

  • Providing customer satisfaction means going above and beyond for customers, responding quickly to their needs and providing a high-quality product or service.
  • Quality should be maintained to ensure that all products or services meet the highest standards.
  • Integrity means being honest and transparent in all interactions with customers, employees, and other stakeholders.
  • Respect for others is essential for building relationships and fostering collaboration.
  • Innovation is key to staying ahead of competitors, so it’s important to stay up to date with the latest trends in the industry and come up with new ideas.

Learn more:

How to Write Inspiring Core Values? 5 Steps with Examples

How to Create a Perfect Company Mission, Vision, Values Statement? (Awesome Template)

See also: 294 Mission Statements Examples for the Consumer Services & Products Industry


Examples of core values for Consumer Services and Products Industry:

Barnes & Noble Booksellers

1. Customer Service
2. Quality
3. Empathy
4. Respect
5. Integrity
6. Responsibility
7. Teamwork

The Honest Company

1. Create a Culture of Honesty
2. Make Beauty
3. Outperform
4. Service Matters
5. Sustain Life
6. Be Accessible
7. Pay it Forward
8. Fun!


1. Humbleness and willpower.
2. Leadership by example.
3. Daring to be different.
4. Togetherness and enthusiasm.
5. Cost-consciousness.
6. Constant desire for renewal.
7. Accept and delegate responsibility.


If you are looking for more examples of core values for different industries, check our main article here (click to open 250+ Best Core Values: Examples for 12 Industries)

Procter & Gamble

1. Integrity
2. Leadership
3. Ownership
4. Passion for Winning
5. Trust


1. Passion
2. Innovation
3. Entrepreneurial spirit
4. Open-mindedness
5. Quest for Excellence
6. Responsibility


1. It is our nature to innovate.
2. Nike is a company.
3. Nike is a brand.
4. Simplify and go.
5. The consumer decides.
6. Be a sponge.
7. Evolve immediately.
8. Do the right thing.
9. Master the fundamentals.
10. We are on the offense – always.
11. Remember the man. (The late Bill Bowerman, Nike co-founder)”

The Estée Lauder

We are a values-driven organization. Our actions are rooted in the Lauder Family values of respect for the individual, uncompromising ethics and integrity, generosity of spirit and fearless persistence. Building on these core values we also abide by the following principles:

Unwavering commitment to quality and excellence. From exceptional and breakthrough products to High Touch services and experiences delivered by our prestige brands.

Infusing creativity and innovation throughout all aspects of the business, from product development to packaging, sampling to selling, marketing to merchandising.

Nurturing and developing world-class talent. We look for ways to identify and harness the strengths of our talented employees. Continuous learning happens throughout the organization and “leadership from every chair” is expected and encouraged.

Cultivating an inclusive and diverse workplace reflects our belief that no one person, group or culture has all the knowledge, skills or information necessary for success. Embracing diversity helps sharpen our focus on cultural relevance — ensuring that our products, messaging and in-store experiences reflect the aspirations and desires of consumers in local markets.

Acting responsibly and caring for the communities we serve translates into sustainable sourcing practices, efficient operations, green chemistry and bringing awareness and resources to global causes around health, the environments and education.

At The Estée Lauder Companies, family values run deep, inspiring how we care for each other, and for the individuals and communities we serve.

Shiseido Group

Our Values defines the values that must be held and shared by each and every employee of the Shiseido Group aiming to realize Our Mission. Our Values sets the values we should keep in mind when we conduct business.

In Heritage, Excellence
In Diversity, Strength
In Innovation, Growth

AFRODITA Professional

Our business operation is guided by the following values:



Time and again, Avon’s five values and guiding principles have served as sources of strength for the company and still do today. Avon’s values date back to its founding in 1886 and grew from BIRTH.

The Avon Values

Belief is the cornerstone of empowering Associates to assume responsibilities and be the very best they can be. Believe in someone — and show it — and that person will move mountains to prove you’re right.

Integrity should be the hallmark of every Avon Associate. In setting and observing the highest ethical standards and doing the right thing, we fulfill a duty of care, not only to our Representatives and customers in the communities we serve, but to our colleagues and ourselves.

Respect helps us to value differences, to appreciate each person for her or his unique qualities. Through respect, we help bring out the full potential of each person.

Trust means we want to live and work in an environment where communications are open — where people feel free to take risks, to share their points of view and to speak the truth as they see it. Trust people to do the right thing — and help them to understand your underlying reasoning and philosophy — and they won’t disappoint.

Humility simply means we’re not always right — we don’t have all the answers — and we know it. We’re no less human than the people who work for us, and we’re not afraid to ask for help.


Togetherness, Spirit and Passion are the three fundamental values of Oriflame. Trusting these values we feel confident that we can succeed in a competitive business while at the same time help make the world a better place.


Our values are at the core of everything we do. From ethically sourcing the ingredients we use to creating fresh, vegetarian cosmetics by hand, you’ll find each value in every product we create.


As a company, ADA relies upon shared values that guide our business operations worldwide. These values, as well as the principles established in our code of ethics, are the basis for our success. They are the essence of our thoughts and our actions, both now and in the future.


The “Kao Way”


We define “Yoki-Monozukuri” as “a strong commitment by all members to provide products and brands of excellent value for consumer satisfaction”. It consists of the following core concepts, which distinguishes us from all others. In Japanese, “Yoki” literally means “good/excellent”, “Monozukuri” means “development/manufacturing of products”.




Our core values are ingrained in our corporate culture and in the way we do business, and we strive to showcase our values within all of our interactions.

Safety & Wellness
Customer Focus
Performance Driven Team
Diversity & Inclusion
Honesty & Integrity

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We believe the life force of plants and the essence of nature help balance all of us into harmony. We believe that when we are in balance, our skin glows, our eyes shine, and our vitality returns. From infancy to adulthood, we believe that beauty lies in that balance. We see beauty in the soil, flowers, plants and the fair-trade partnerships we build that honor the human spirit and respect the natural world. And, of course, we see it in you. Our purpose is to cultivate beauty. We are committed to supporting your overall wellbeing and beauty, and that of every living being. We strive for each of us to be empowered to cultivate beauty in the world, for ourselves, for our children and the future of our planet.


Our values describe the attitude and the cooperation to which we commit ourselves at Symrise. They give us guidance and explain how we achieve our goals. Using specified guidelines they determine our thinking and action in everyday business.


Is our driver of innovations with which we bring our claim of always inspiring more to life


Outstanding performance for customers, consumers and markets: Profitability, entrepreneurial vision and uncompromising quality ensure our success.


We are individually and collectively aware of our responsibility we owe society as a company. That’s why sustainability is one of our core principles guiding our actions.


Our employees are the key to the success of Symrise. We stimulate our employees with challenges, encourage them to take on responsibility and help them develop.


Trust and honesty serve as the foundation of our teamwork. This is as true in working with fellow employees as it is with all of our stakeholders, and it represents a core element of our code of conduct.

Added Value

Intelligent added benefits and integrated services for our customers, enjoyable and rewarding experiences for the customer and strategic growth for Symrise.

Pierre Fabre


Independence has always been a priority for the company’s founder, and to preserve this independence, Mr. Pierre Fabre transferred all his shares from the company to a government-recognized publicinterest foundation bearing his name: the Pierre Fabre Foundation.


The Pierre Fabre group enjoys long-lasting partnerships with health care professionals. A culture of providing evidence, a sense of detail and strict safety requirements are at the heart of our quality culture.


The Pierre Fabre group bases their approach on the complementarity of their activity fields : drugs, health products and dermo-cosmetic products. They respect and value the plurality of skills and capabilities in each function.


The Pierre Fabre group combines a social and an economic project. They pay particular attention to the social standing of their employees and have developed several forms of welfare commitments.


The Pierre Fabre innovation constitutes an exercise in transforming science into a marketable product. Our competitive advantage is the speed with which we interpret our scientific, technical and commercial expertise into products and services that meet the expectations of our customers.


The Pierre Fabre group takes into account the impact of their activities on the environment and has adopted a socially responsible approach. Their botanical expertise is fully integrated into the company’s mission.


The Pierre Fabre group is relentlessly “customer-oriented”. Attentiveness translates into a pragmatic way of solving problems and organizing work.


The Pierre Fabre group undertakes ambitious development projects. Management promotes creativity and contributes to developing employees’ initiative in performing their roles.


The Pierre Fabre group makes use of a management method focused on the evaluation of individual and collective results. This performance culture is based on the development of professional skills and the affirmation of the autonomy of its employees.


AsiaInspection promotes a corporate culture based on the following 8 values.


Our aim is to make our clients more successful in what they do. We decide and act first and foremost to earn the respect and satisfaction of our clients. We seek and listen carefully to their feedback.


We sell trust. We make no compromise on integrity and honesty, and maintain the highest ethical standards in everything we do.


Our wealth is our people. We value talent and strive to attract and retain the best people. We grow each individual through peer-to-peer training whilst encouraging each of them to develop a personal sense of accountability.


We strive to make our clients’ experience easier by proposing intuitive and simple solutions.


We embrace change. By focusing on new technologies and benchmarking, we find efficient solutions to maintain our high standard of success.


We measure our performance and deliverables analytically and do not hide when we fail. We confront issues openly and act swiftly to tackle them. We do not look at the past or for excuses, we look ahead and find solutions.


We embrace our different cultures and take the best of what each of them has to offer. This is our treasure.


We are proud to bring trust to trade globally, help improve consumer safety and working conditions and train local experts to global standards.

Johnson & Johnson

“Caring for the world, one person at a time” inspires and unites the people at Johnson & Johnson. This culture of caring is the cornerstone of our corporate philosophy, which, in turn, is based on our Caring Statement. Employees of the Johnson & Johnson family of companies work hand-in-hand with our partners in the health care industry.

Adhering to the highest quality standards, the innovative products we develop, manufacture and sell are oriented to our customers’ needs.

Enterprise Rent-A-Car

Our values are the very cornerstones of what makes Enterprise successful, and you’ll find them being brought to life by our people, day in, day out. If they strike a chord with you, then there’s every chance you’ll fit in perfectly with us.


Avis Rent A Car System


We will honor all commitments to our customers, employees and shareholders.
We will conduct business with unwavering high standards of honesty, trust, professionalism and ethical behavior.
We will communicate openly and frequently, sharing what we know, when we know it.

Respect for the Individual

We will treat each person with whom we work with respect, professionalism and dignity.
We will communicate expectations to employees, and provide honest and timely feedback on performance.
We will embrace a diversity of ideas, cultures, ethnicities, and backgrounds to enhance our promise and value to customers.
We will provide career development opportunities for employees who show initiative, and performance results to help them individually manage their careers to maximize their potential.


We will place the interests of our customers first.
We will be dedicated to providing an individualized rental experience that assures customer satisfaction and earns the unwavering loyalty of our customers
We will ensure that the “”We Try Harder®”” philosophy underlies everything we do and shines through in our service to customers.


We will work as one cohesive team from the smallest unit to the organization as a whole.
We will develop and retain leaders who continually raise the bar, provide direction, remove barriers and empower people to successfully accomplish goals.
We will maintain a caring and supportive work environment that fosters a sharing of ideas, skills and resources.

Growth and Profitability

We will be dedicated to continuous innovation and pursue new ideas and opportunities to accelerate profitable growth.
We will deliver value in all we do to assure consistently high returns to our shareholders.
We will recognize and reward excellent performance, which drives superior results.

Community Responsibility

We will be active participants in our communities and encourage employee involvement in civic and charitable activities.
We will be role model business leaders in the countries and communities in which we operate.
We will develop and implement business practices consistent with safeguarding the environment.


1. obsess about the member experience

Build trust and confidence among our member community by delivering leading convenience, dependability and service excellence

2. be the best we can be

Support personal growth, impact, and excellence

3. deliver results

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Create enduring value through growth

4. keep it simple

Win through simplicity and continuous innovation

5. have an impact

Change the world through urban and environmental transformation



Performing above expectations, taking initiative and constantly working in line with Yara´s ambitions and personal goals.


Asking bold, brave questions; curiosity is the lifeblood of our culture. It is curiosity that builds knowledge and it’s the power of inquiry that led Yara’s three remarkable founders to head off an impending famine in the early 20th century.


Working together with mutual respect, partnership, and appreciation of all perspectives and approaches. The art of collaboration – both internally within Yara and externally with the rest of the world – amplifies our collective knowledge.


Being reliable, taking responsibility and always having Yara´s and society´s interests in mind when faced with tough decisions. Through accountability trust is earned.

Amer Sports

Amer Sports people represent a number of nationalities and different cultures. Our shared values support and guide our operations around the world. Success in competition requires the determination to win, team spirit, fair play and innovation.

Determined to win

Strong performance is our core value. Financial success enables continuous development of our brands and products. The determination to win encourages a strong work ethic and high-level performance.

Team spirit

We believe in team spirit and teamwork. We want our team to consist of strong individuals who support our common goals.

Fair play

We play by the rules and we recognize and seek to remedy our faults.


The prerequisite for development is innovation, and the prime mover for innovation is to always question the way we do things.


Our four Core Values have shaped our corporate culture since the very beginning and they are still relevant today. Together with our Blue Agenda strategy, they act as our guiding light, our daily benchmark, ensuring we speak and act consistently across our business at all times.


We act responsibly towards our colleagues, consumers, brands, our society and our environment.


We strive for clarity and consistency, make decisions quickly and pragmatically and focus on what’s essential.


We are committed to bold objectives, take initiative, learn from our mistakes and see change as an opportunity.


We say what we mean, keep our promises and treat others with respect.


Our values define how we do business and interact with our colleagues, partners, customers and consumers. Our four core values are integrity, responsibility, respect and pioneering. As we expand into new markets, recruit new talent and face new challenges, these guide our people in the decisions and actions they take every day.

Always working with integrity

Doing business with integrity has always been at the heart of our corporate responsibility commitments. Integrity defines how we behave, wherever we are. It guides us to do the right thing for the long-term success of Unilever.

Positive impact and continuous improvement

We aim to make a positive impact through our brands, our commercial operations and relationships, voluntary contributions and various other ways in which we engage with business partners and society at large. We’re also committed to continuously improving the way we manage our impacts and our longer-term goal of developing a sustainable business.

Setting out our aspirations

Our Corporate Purpose sets out our aspirations in running our business. It’s underpinned by our values and, equally importantly, our Code of Business Principles, which since 1995 describes the operational standards everyone at Unilever must follow, wherever they are in the world.

The Code of Business Principles is supported by 24 internal Code Policies that provide a framework of simple Musts and Must Nots that apply to all employees and others working for Unilever.

Working with others

We want to work with suppliers, agents, distributors and other business partners who have values similar to ours and uphold the same standards as we do. Our Responsible Sourcing Policy and Responsible Business Partner Policy, aligned to Unilever’s Code of Business Principles, seek to uphold twelve fundamental principles covering business integrity including specific responsibilities relating to employees, consumers and the environment.

Unilever’s reputation for doing business with integrity and with respect for the interests of those our activities can affect is an asset, just as real as our people and brands. Our first priority is to be a successful business: that means investing for growth and balancing short term and long term interests. It also means caring about our consumers, employees and shareholders, our business partners and the world in which we live.

To succeed requires the highest standards of behaviour from all of us. We want our Code of Business Principles, related Code Policies and third party compliance programme to have a positive impact in day-to-day business: each one of us must uphold these at all times.


Our five core values are the principles by which we work and live. They help us in the decisions we make every day. They also help us educate stakeholders about what the company is about and what it represents. Every day our employees live by this set of values, which are the cornerstones of our business culture.


Our first core value is Safety. Safety isn’t just a priority, strategy, or goal at American Water; those things can change over time. Our values don’t change, and neither will our commitment to safety.


You know what it feels like to trust someone. Our customers put their trust in us every day,
and each of us trusts that the person working with us will do his or her job in the right way and be there when needed.


We see teamwork exemplified across our business. We promote and support a diverse culture, which works together to meet common goals. We hold each other accountable and challenge each other to reach the best decisions, in order to ensure we meet our commitments to the communities we serve and deliver the high-quality service that our customers have come to expect.

Environmental Leadership

What we do makes a difference in people’s lives; we provide a life-sustaining product and service. Being responsible for water and water services means that we have to ensure the sustainability of these critical services. Going back to our vision, clean water does not happen without environmental leadership. From those in the field who help ensure water quality to those in our offices who committed to using less paper or using less energy, each of us plays a role.

High Performance

We know what high performance looks like too. A great example is the quality of the water we provide. When it comes to complying with strict federal regulations for delivering clean, quality drinking water, we’ve consistently scored among the highest of all water providers, public or private. Also, we know that we are the best water and wastewater utility in the country and that we deliver clean, safe, reliable, and affordable water and water services.

American Express

Customer Commitment: We develop relationships that make a positive difference in our customers’ lives.

Quality: We deliver premium value to our customers.

Integrity: We uphold the highest standards in all our actions.

Teamwork: We work together, across boundaries, to meet the needs of our customers.

Respect for People: We value our people, encourage their development and reward their performance.

Good Citizenship: We’re good citizens in the communities in which we live and work.

A Will to Win: We exhibit a strong will to win in the marketplace and in every aspect of our business.

Personal Accountability: We are personally accountable for delivering on our commitments.


1. We believe in people
2. We are one team
3. Straightforward and open-minded
4. Keep it simple
5. Entrepreneurial spirit
6. Constant improvement
7. Cost-consciousness

Starbucks Coffee

1. Creating a culture of warmth and belonging, where everyone is welcome.
2. Acting with courage, challenging the status quo and finding new ways to grow our company and each other.
3. Being present, connecting with transparency, dignity and respect.
4. Delivering our very best in all we do, holding ourselves accountable for results.

Warby Parker

1. Treat customers the way we’d like to be treated.
2. Create an environment where employees can think big, have fun, and do good.
3. Get out there.
4. Green is good.

Ruirui industrial ltd

1. Customers
2. Employee
3. Society


Our core values are the cornerstone of who we are, what we stand for and what we do. DuPont businesses help provide safe, sufficient food; ample, sustainable energy; and protection for people and the environment. Even as our company grows and the Earth’s population surges, we have never changed the commitment we share to our core values:

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Safety and Health

We share a personal and professional commitment to protecting the safety and health of our employees, our contractors, our customers and the people of the communities in which we operate.

Environmental Stewardship

We find science-enabled, sustainable solutions for our customers, always managing our businesses to protect the environment and preserve the earth’s natural resources, both for today and for generations into the future.

Respect for People

We treat our employees and all our partners with professionalism, dignity and respect, fostering an environment where people can contribute, innovate and excel.

Highest Ethical Behavior

We conduct ourselves and our business affairs in accordance with the highest ethical standards, and in compliance with all applicable laws, striving always to be a respected corporate citizen worldwide.

Alibaba Group

Our values are fundamental to the way we operate and how we recruit,
evaluate and compensate our people. Our six values are:


The interests of our community of consumers and merchants must be our first priority.


We believe teamwork enables ordinary people to achieve extraordinary things.


In this fast-changing world, we must be flexible, innovative and ready to adapt to new business conditions in order to survive.


We expect our people to uphold the highest standards of honesty and to deliver on their commitments.


We expect our people to approach everything with fire in their belly and never give up on doing what they believe is right.


Employees who demonstrate perseverance and excellence are richly rewarded. Nothing should be taken lightly as we encourage our people to “work happily and live seriously.”


Excellence in all we do.
High standards of ethics and integrity.
Caring and responsible corporate citizenship for Kansas City and for each community in which we operate.

These beliefs and values guide our business strategies, our corporate behavior, and our relationships with business partners, suppliers, customers, communities and each other.

Ipsos Retail Performance

Engrained in our identity and culture are eight core values as put forward by the team who strive to achieve them every day; our employees. Central to all we do is the customer; this ideology underpins our entire work place philosophy.

1. Accountability – for the actions and activities we undertake each day
2. Pride – in the way we work, the results we produce and the outcomes they influence
3. Bravery – to challenge accepted norms and find innovative new solutions
4. Continuous development – continually learning and adapting alongside our clients
5. Quality – results and insights which are both reliable and actionable
6. Team work & respect – transparency and support is the secret to our team work
7. Fun – whether you work for us or with us there is always an element of fun involved
8. Customer centric – everything flows into the commitment we provide to our clients, placing them at the forefront of retail insight, technology and our relationships.

Super Retail Group Limited

Super Retail Group is committed to the development of a culture that engages and inspires its team members to live their passions and that underpins a successful customer and team member centric retail organisation. Our culture is built around a set of five values that not only help to define who we are, but help guide us in the way we behave. We commit to living these values every day.


We create an environment in which we share our passion for what we do, and our contributions and successes are recognised.

This means we:

Show enthusiasm and take pride in all that we do.
Recognise others’ contribution and celebrate success.
Strive to exceed our customers’ expectations.
Are results oriented and care intensely about our Company’s success.
Embrace and drive the change necessary to be successful.


We are committed to open and constructive communication.

This means we:

Share information and collaborate for better solutions.
Listen openly and respect others’ opinions.
Have the hard conversations and offer constructive solutions.
Explain expectations and confirm understanding.
Value the skills, strengths and perspectives of our diverse team.


We act with honesty and we deliver on our commitments.

This means we:

Maintain confidentiality.
Always give 100%.
Accept responsibility for our actions.
Maintain the highest ethical standards.
Respect each other and work together.


We value our team, our customers, our trade partners and the communities in which we operate.

This means we:

Ensure our business is safe for everyone.
Are supportive of each other and treat everyone fairly.
Consider the impacts of our actions.
Foster personal growth.
Demonstrate trust in and empowerment of the team.


We commit to the plan, resource effectively and follow the agreed processes and standards.

This means we:

Act on opportunities and take calculated risks.
Make decisions based on facts and experience.
Focus on the agreed priorities.
Monitor progress, learn from our mistakes and take action.
Focus on value and practical solutions.

Whole Foods Market

The following list of core values reflects what is truly important to us as an organization. These are not values that change from time to time, situation to situation or person to person, but rather they are the underpinning of our company culture.

The following list of core values reflects what is truly important to us as an organization. These are not values that change from time to time, situation to situation or person to person, but rather they are the underpinning of our company culture.

– We Satisfy, Delight and Nourish Our Customers
– We Support Team Member Excellence and Happiness
– We Support Team Member Excellence and Happiness
– We Serve and Support Our Local and Global Communities
– We Practice and Advance Environmental Stewardship
– We Create Ongoing Win-Win Partnerships with Our Suppliers
– We Create Ongoing Win-Win Partnerships with Our Suppliers


A Commitment To Excellence

We seek out, advance and reward employees who embrace our commitment to quality and the highest standards of excellence in all we do, both individually and as a company. We are committed to delivering superior results for our customers, communities, and shareholders.


We conduct our business with the highest standard of ethics. We act with honesty and integrity, not compromising the truth.


We are passionate about Simon Property Group – our history, our successes, and our future. We show pride, enthusiasm, and dedication to the company in everything we do.

Responsible Citizenship

Our shopping centers are more than places to shop. We strive to make them a source of pride in the community. We are committed to being a responsible and contributing corporate citizen in every community in which we operate. We are environmentally conscious and dedicated to maintaining lasting, mutually beneficial relationships in all aspects of our business.

Entrepreneurial Spirit

We embrace the creativity, flexibility, innovation and sense of ownership our founders instilled in our corporate culture, inspiring us to approach each day with passion and enthusiasm.


1. Performance: Sport is the foundation for all we do and executional excellence is a core value of our Group.
2. Passion: Passion is at the heart of our company. We are continuously moving forward, innovating, and improving.
3. Integrity: We are honest, open, ethical, and fair. People trust us to adhere to our word.
4. Diversity: We know it takes people with different ideas, strengths, interests, and cultural backgrounds to make our company succeed. We encourage healthy debate and differences of opinion.


1. It is our nature to innovate.
2. Nike is a company.
3. Nike is a brand.
4. Simplify and go.
5. The consumer decides.
6. Be a sponge.
7. Evolve immediately.
8. Do the right thing.
9. Master the fundamentals.
10. We are on the offense – always.
11. Remember the man. (The late Bill Bowerman, Nike co-founder)

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