Mission Statement, Vision, & Core Values of The Clorox Company (CLX)

Have you ever wondered what drives a company whose products are found in about 9 out of 10 U.S. homes? With a diverse portfolio of products, including cleaning, home care, and health and wellness, the mission, vision, and core values of the Clorox Company (CLX) shape its strategic direction and operational practices. Considering that Clorox's annual revenue for 2024 was $7.093 billion, a 4.01% decrease from 2023, how do these guiding principles influence its business decisions and performance?

Understanding these elements provides insight into how Clorox aims to champion people to be well and thrive every single day, especially as the company navigates market challenges and strategic shifts like the divestiture of its Better Health VMS business, which represented approximately 3% of its fiscal year 2024 net sales. What are the core values that guide every business decision at Clorox?

The Clorox Company (CLX) An Overview of

Founded in 1913, The Clorox Company has evolved into a leading manufacturer and marketer of consumer and professional products. With a diverse portfolio of brands, the company operates in three segments: Health and Wellness, Household, and International. Its products range from cleaning and laundry supplies, such as Clorox bleach and Pine-Sol cleaners, to household items like Glad trash bags and Burt's Bees personal care products. As of April 2025, The Clorox Company continues to focus on innovation and sustainability to meet the changing needs of consumers worldwide.

In the fiscal year 2024, The Clorox Company demonstrated solid financial performance. The company reported net sales of $7.4 billion. This success was bolstered by strong sales in its core segments, particularly in Health and Wellness, which saw a 4% increase, and Household, which remained stable despite market fluctuations. The company's focus on cost management and operational efficiencies also contributed to a gross margin increase to 44.6%. These figures highlight the company's resilience and strategic execution in a challenging economic environment.

The Clorox Company stands as a leader in its industry, driven by a commitment to quality, innovation, and brand recognition. Its consistent financial performance and strategic market positioning make it a compelling subject for further exploration. To delve deeper into the factors behind The Clorox Company's success, continue reading here: Exploring The Clorox Company (CLX) Investor Profile: Who’s Buying and Why?

The Clorox Company (CLX) Mission Statement

The mission statement of The Clorox Company is to make everyday life better, every day. This statement reflects the company's dedication to enhancing the lives of individuals and families through its wide range of innovative and trusted products.

Clorox aims to deliver high-quality products that positively impact people's daily routines and well-being. The mission statement demonstrates a long-term commitment to sustainability and corporate social responsibility, seeking ways to minimize environmental impact throughout the product lifecycle, from sourcing raw materials responsibly to reducing waste and promoting recycling.

The Clorox Company's mission is achieved through:

• Product Innovation: Delivering new and improved products that meet consumer needs. In 2024, Clorox invested $187.3 million in R&D.
• Brand Strength: Maintaining a portfolio of trusted and recognized brands.
• Operational Efficiency: Optimizing processes to deliver value to customers and shareholders.

The Clorox Company focuses on delivering innovative cleaning, health, and consumer products that improve people's lives. The company generates revenue primarily through the sale of its various consumer and professional products, including cleaning supplies, laundry care, and personal care items.

The key components of Clorox's mission statement are:

• Improving people's health and well-being.
• Taking climate action and reducing plastic and other waste.
• Investing in our people and communities to contribute to a more equitable world.
• Enhancing our leadership in ESG through an unwavering commitment to strong corporate governance, overseen by the board of directors.

Vision Statement

The Clorox Company's vision is to be 'Exceptional innovators who earn people's enduring loyalty.'

Core Values

Clorox's core values are integral to its operations and company culture:

• Do the Right Thing: Exercising honesty and fairness in all actions. This has been a core value since its founding in 1913.
• Put People at the Center: Genuinely caring about people and understanding the impact of words and actions, with a responsibility to deliver for consumers, customers, teammates, and communities.
• Play to Win: Setting the pace for growth and executing with courage and resilience.

These values are supported by several principles detailed in Clorox's 2024 Code of Conduct:

• General Business Ethics
• Corporate Opportunities
• Prohibited Stock Transactions
• Corruption and Bribery: Refusing to give or accept bribes.
• Gifts, Meals and Entertainment: Following Clorox's standards for gifts and entertainment.
• Political Contributions: Not using Clorox funds for political purposes without express approval.
• Public Disclosure: Ensuring accuracy in all disclosures.
• Protection and Proper Use of Clorox Assets
• Insider Trading
• Use of Intellectual Property and Proprietary Information
• Use, Security and Monitoring of Systems
• Antitrust and Competition Laws
• Interference with an Audit
• Conflicts of Interest: Avoiding situations where personal interests conflict with Clorox's interests.
• Confidential Information and Privacy: Protecting confidential information and respecting privacy.

Clorox integrates Environmental, Social, and Governance (ESG) goals into its business strategy. The three pillars are:

• Healthy Lives: Improving people's health and well-being through responsible product stewardship.
• Clean World: Addressing environmental challenges.
• Thriving Communities: Supporting equality, opportunity, and justice in communities.

Clorox has been focused on executing its IGNITE strategy and made progress against its long-term goals. In fiscal year 2024, Clorox continued to advance its integrated ESG goals to help drive growth, mitigate risk and create positive value for its brands and stakeholders.

Clorox is committed to a workplace that champions inclusion, diversity, equity, and allyship (IDEA). The company has rolled out enterprise-wide allyship programs to allow every teammate to play a role in shaping this culture.

Related article: Exploring The Clorox Company (CLX) Investor Profile: Who’s Buying and Why?

The Clorox Company (CLX) Vision Statement

The vision of The Clorox Company aims to be a champion for people to live well every day. This overarching statement reflects a commitment to enhancing the daily lives of consumers through its diverse portfolio of products and brands. The vision is supported by a clear mission statement and a set of core values that guide the company's strategies and operations. Together, these elements provide a framework for long-term growth and sustainability. The Clorox Company (CLX): History, Ownership, Mission, How It Works & Makes Money

Champion for People

Being a 'champion for people' highlights the company's focus on understanding and meeting the needs of its consumers. This involves not only providing products that address everyday needs but also considering the broader impact on people's lives, including health, well-being, and convenience. The company demonstrates this commitment through various initiatives and practices:

• Product Innovation: Clorox continuously invests in research and development to create new and improved products that offer superior performance and meet evolving consumer preferences.
• Health and Safety: A strong emphasis is placed on ensuring the safety and efficacy of its products, complying with rigorous regulatory standards, and promoting responsible usage.
• Community Engagement: Clorox actively supports communities through philanthropic efforts, focusing on areas such as education, health, and environmental sustainability.

Live Well

The concept of 'live well' encompasses various aspects of daily life, including health, hygiene, home environment, and overall quality of life. Clorox's brands and products are designed to contribute positively to these areas, helping consumers maintain clean and healthy homes, care for their families, and enjoy a comfortable lifestyle. For instance, during fiscal year 2024, The Clorox Company reported net sales of approximately $7.4 billion, reflecting the demand for its products that support consumers in their daily lives.

Every Day

The inclusion of 'every day' underscores the company's commitment to being a consistent and reliable presence in the lives of consumers. This means providing products that are readily available, affordable, and relevant to daily routines. Clorox aims to integrate its brands seamlessly into the fabric of everyday life, becoming an indispensable part of households around the world. This is reflected in their broad product portfolio, which includes cleaning, household, and lifestyle brands. In 2024, The Clorox Company generated a gross profit of $3.4 billion, demonstrating the company's ability to consistently deliver value to its customers.

The Clorox Company (CLX) Core Values of

The Clorox Company's mission is to make everyday life better, every day. This mission is supported by a clearly defined vision and a set of core values that guide the company's actions and decisions. These values not only shape the internal culture but also influence how Clorox interacts with consumers, partners, and the global community. Here's an overview of Clorox's core values, with examples demonstrating their practical application within the organization.

We Do What’s Right

Integrity is at the heart of Clorox's operations. 'We Do What’s Right' means the company is committed to high ethical standards in every aspect of its business. This commitment is evident in several initiatives:

• Ethical Sourcing: Clorox focuses on ensuring its supply chain adheres to fair labor practices and environmental standards.
• Compliance Programs: Robust training and reporting mechanisms encourage employees to uphold ethical conduct and report any concerns without fear of retaliation.

We Succeed Together

Collaboration and teamwork are essential to Clorox's success. The value 'We Succeed Together' promotes an inclusive environment where diverse perspectives are valued and teamwork is prioritized. Examples include:

• Cross-Functional Teams: Clorox uses cross-functional teams to tackle complex challenges, encouraging innovation and shared problem-solving.
• Employee Resource Groups (ERGs): These groups foster a sense of community and provide platforms for employees to connect, share experiences, and support one another.

We Are Determined

Clorox demonstrates resilience and a drive to achieve ambitious goals through its 'We Are Determined' value. This tenacity is reflected in:

• Innovation Pipeline: Clorox consistently invests in research and development to bring new and improved products to market, showing a commitment to staying ahead of consumer needs.
• Sustainability Goals: The company sets aggressive sustainability targets and perseveres in finding innovative ways to reduce its environmental footprint. For example, Clorox aims to achieve 100% renewable electricity for its U.S. and Canadian operations by 2025.

We Are Curious

A culture of curiosity drives continuous improvement and innovation at Clorox. 'We Are Curious' encourages employees to explore new ideas, learn from failures, and seek opportunities for growth. This value is exemplified by:

• Learning and Development Programs: Clorox invests in employee training and development to foster a culture of continuous learning.
• Open Innovation: The company actively seeks external partnerships and collaborations to bring in fresh perspectives and accelerate innovation.

We Act Boldly

Taking calculated risks and making courageous decisions are key aspects of Clorox's 'We Act Boldly' value. This is evident in:

• Strategic Acquisitions: Clorox has a history of making strategic acquisitions to expand its product portfolio and enter new markets.
• New Ventures: The company is willing to invest in new ventures and explore disruptive technologies to drive future growth.

To gain more insights into the company's investor profile, visit: Exploring The Clorox Company (CLX) Investor Profile: Who’s Buying and Why?