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RACINE — For the first time in nearly two decades, SC Johnson is updating its identity and putting a spotlight on its purpose by adopting a new tagline.

SCJ, which since 1998 has referred to itself as “A Family Company,” will now be known as “A Family Company at Work for a Better World.” The company said the updated tagline is not just semantics — “It’s a reminder that SC Johnson holds itself to a higher standard,” the company said in a news release.

The company said SCJ has “built a legacy of trust by demonstrating for decades that it is a family company that works tirelessly to meet the needs of consumers while protecting the planet for generations to come.”

“SC Johnson has a long legacy as a family company committed to doing what’s right, for our consumers, communities and the environment,” stated SCJ Chairman and CEO Fisk Johnson. “This is something we have been doing for generations, and we want people to know more about the many ways we are at work for a better world.” Johnson is the fifth-generation family leader of the global consumer products company, which has been headquartered in Racine for 132 years.

In anticipation of the tagline change, SCJ is releasing three videos featuring Johnson explaining how the company acts with purpose to make a better world for the next generation. The videos will appear on digital platforms such as Facebook, Twitter, CNN, Instagram, Spotify, NPR and The Washington Post.

Ingredient transparency

SCJ, maker of household products as Windex, Pledge, Ziploc and Glade, cited its commitment to transparency with its science-based, peer-reviewed Greenlist program which was created in 2001 and evaluates every product ingredient’s potential impact on people and the environment through a four-step process.

The company has been disclosing the ingredients in its products sold in the United States, Europe and Asia Pacific — with Latin America not far behind.

In 2017, the company disclosed the presence of 368 skin allergens that may occur in its products. According to SCJ, other companies use similar ingredients but have not taken the steps to disclose. The list of allergens — including which allergens are contained in specific products — has been published on

“Now more than ever, consumers demand transparency from brands and we always try to be one step ahead to lead the industry to higher standards,” Johnson stated.

SCJ has a long history of environmentalism and prioritizes environmentally responsible practices across its business, from leading the charge to phase out ozone-depleting chlorofluorocarbons, to 65 percent of its manufacturing sites sending zero manufacturing waste to landfills, and working to find a way to recycle Ziploc bags at curbside.

The company’s ethos is also reflected in more than 130 years of humanitarianism and philanthropy around the globe. SCJ has improved lives in the communities it does business by donating 5 percent of its pretax profits to charities since 1937. As one example, when the Zika virus epidemic broke out two years ago, the company donated $15 million in personal insect repellent products as well as provided educational materials to families on how to protect themselves from mosquitoes that may carry disease.

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