The excitement was palpable as the conference concluded with a purpose awards ceremony and a presentation where leaders from each brand made rally signs stating where purpose will take their brands. Attendees then left the conference equipped with a Purpose Ambassador program and evergreen toolkit to maintain their engagement long after the event.
By catalyzing this deeply purposeful culture, VF has quickly transformed the role it plays in the industry and world at large. The company restructured its portfolio and moved its HQ to the outdoor lifestyle hub of Denver. The results have been equally dramatic. VF Corp now routinely ranks as one of Ethisphere’s Most Ethical Companies, 3BL named it one of its Best Corporate Citizens, and CEO, Steve Rendle, was named Responsible CEO of the Year by CR Magazine.
More importantly, the enterprise and its portfolio brands are “bettering people and planet” in meaningful and measurable ways as a ‘movement of movements.’ For example, VF Corp was one of the first companies to boycott Brazilian leather in protest over the burning of the Amazon, while The North Face took a stand against hateful content and misinformation on Facebook. And in the wake of the global pandemic and murder of George Floyd in2020, CEO Steve Rendle called out racism as “another virus to eradicate.”