DALLAS--(BUSINESS WIRE)--The Container Store Group, Inc. (NYSE: TCS), today launches its new purpose driven marketing campaign focused on its values-based approach to business and Conscious Capitalism. The retailer kicked it off today with full page national newspaper ads and with videos on the company’s new YouTube Channel. The Container Store was also named today on FORTUNE magazine’s list of 100 Best Companies To Work For® for the 15th consecutive year.
The retailer’s message doesn’t tout its current elfa Sale or its storage and organization solutions. Instead, it’s centered on the question “What If Everyone Associated With a Business Could Thrive?” – highlighting one of the core tenets of the Conscious Capitalism movement, the Stakeholder Model, that says when an organization makes decisions that positively impact ALL of its stakeholders, simultaneously – that is when a business and everyone associated with it are most successful.
The message is brought to life by five of The Container Store’s stakeholders in full page ads in The Wall Street Journal, The New York Times and USA Today and in videos on the retailer’s blog – whatwestandfor.com – and its YouTube channel, which also debuted today. The ads and videos are part of the company’s commitment to communicating its culture and unique way of doing business. The creative will be integrated in The Container Store’s direct mail, email, in-store materials and through its social media channels including its blog, whatwestandfor.com, throughout 2014. Featured in the ads are: Employee – Kevin Postell; Customer – Amy Harman; Vendor – Hardeep Melamed, in.bag purse and jewelry organizers; Community Partner – Dr. Sandra Chapman, Founder and Chief Director of Center for BrainHealth at The University of Texas at Dallas; and Shareholder – Jon Sokoloff, Managing Partner of private equity firm Leonard Green & Partners.
“We feel strongly that business doesn’t have to be a zero-sum game – someone doesn’t have to lose for someone else to win. When organizations lead with and make decisions based on love, ensure all of its stakeholders are fulfilled and successful, well, research has shown that those are some of the most financially successful businesses,” said Kip Tindell, Chairman and Chief Executive Officer of The Container Store. “This approach isn’t altruism. It’s capitalism – done in a conscious way. The result is a culture, for The Container Store, that drives the value of our business – the CULTURE drives the value.”
The Container Store, known for its culture of putting employees first, was lauded by FORTUNE magazine – with the #28 spot on its annual best workplace list. Two-thirds of the list’s tally is based on an anonymous employee survey called the Employee Trust Index.
“It’s as thrilling as ever to sustain our position on this employer-of-choice list. I’m so proud of our employees across the country who I think are the best in retail and who work to astonish our customers every day with not only great service and solutions but that demonstrate a genuine and thoughtful approach to all that they do,” said Tindell. “If you’re going to take on the responsibility of being someone’s employer, you should feel an obligation to create an inspiring and nurturing environment where people enjoy getting out of bed and coming to work every morning alongside other great people. We hope these new ads and videos help illustrate how we do this at The Container Store.”
About The Container Store
The Container Store, the nation’s leading retailer of storage and organization products, opened its first store in Dallas in 1978 and currently has 63 locations across the country. The Container Store has over 10,000 products to help customers save space and, ultimately, save them time. The retailer offers free closet design services every day in its stores and online using elfa®, the premiere shelving and drawer system. Visit www.containerstore.com for more information about store locations, the product collection and services offered. To find out more about The Container Store’s unique culture, Foundation Principles and devotion to Conscious Capitalism, visit the retailer’s blog at www.whatwestandfor.com.