Fujifilm celebrates its 90th anniversary with its first global purpose

“Giving our world more smiles” is the new global purpose with which Fujifilm In its 90th anniversary, it seeks to underline its commitment to bringing together “diverse ideas, unique capabilities and extraordinary people” to “change the world.”

Since its foundation, Fujifilm has dedicated itself to offering products and services based on its advanced and patented technologies. Beyond continuing to promote sustainable growth with its employees as a driving force, the company seeks to celebrate its 90 years of life and anticipate its centenary with the launch of a new global purpose that represents the “embodiment of a shared aspiration.”

Teiichi Goto, President, CEO and Representative Director of Fujifilm Holdings Corporations, elaborates on this vision: “Through our new global purpose and combining the Fujifilm group's strengths in technology and the wisdom of our diverse and talented workforce, we will contribute to solving social problems across all our businesses.” Fujifilm will also celebrate its 90th anniversary with the launching a website which charts the company's history since 1934 and reflects the extensive public discussions it has had about its role in society and how it can contribute to creating a better future.

Fujifilm's global purpose

Fujifilm's new global purpose "to give our world more smiles" is defined by the company itself as one of its "most unique and far-reaching initiatives to date", as it covers all divisions of the company. This initiative comes from change in Fujifilm's corporate philosophy in 2006, when the company began to align its commercial expansion and the incorporation of various products worldwide. It is also in line with the global plan of RSC of Fujifilm, which emphasizes sustainable development as part of the Sustainable Value Plan (SVP) 2030 from Fujifilm. While Fujifilm's corporate motto will remain “Value from Innovation”, there has also been a key update to the corporate philosophy, which the company describes as “an embodiment of the aspirations that drive the group towards the realization of its purpose”.

The moment chosen for the creation of the new Global Purpose Establishment is no coincidence, as the company aims to unify employees, customers and the community around the world in the year of its 90th corporate anniversary, while establishing the vision for its 100th anniversary.