Innovating for Good Growth

The integrated IGNITE Strategy accelerates innovation in key areas of our business — particularly where Clorox has an advantage — to drive growth and deliver value for both shareholders and society.

It takes the challenges of today and tomorrow — rising consumer expectations, an evolving retail landscape, shifts in costs and competition, and rapidly advancing technology — and makes them a competitive advantage.

IGNITE also puts environmental, social and governance (ESG) priorities at the forefront of our decision-making to ensure Clorox remains a leader in corporate responsibility.

Vision:

Exceptional innovators who earn people’s enduring loyalty

Objective:

Maximize economic profit with a commitment to Good Growth™ — profitable, sustainable & responsible

Strategy:

We’ve made four integrated, strategic choices to sustain Good Growth over the long term — Fuel Growth, Innovate Experiences, Reimagine Work and Evolve Portfolio:

“IGNITE positions us to lead through the disruptions we’re seeing in the marketplace. Innovating for Good Growth will be our guiding principle, enabling profitable and responsible growth and allowing us to continue delivering shareholder value.”

— Benno Dorer, Chair & CEO

Integrating our ESG goals into the four choices of our business strategy will enable Good Growth. And by achieving Good Growth, we’ll further our vision of earning people’s enduring loyalty and creating long-term value for all stakeholders.

That’s what IGNITE is all about.
  • We’ll widen the funnel on how we deliver cost savings, leveraging technology and sustainability to generate fuel for growth.


  • By turning data into insights, we’ll build purpose-driven, personalized brands and deliver bigger, stickier innovation platforms while enhancing consumer shopping experiences — allowing us to better serve people.


  • We’ll galvanize our people with a bolder, more inclusive workplace in which we simplify our operations, tap technology and move more quickly to drive growth.


  • We’ll broaden our playing field in and around our core business through an emphasis on consumer megatrends, including sustainability, and continue to lean in to enhanced wellness and natural personal care.