From industrial solutions to shaping a resilient future
Hillenbrand realized its diverse portfolio needed the unifying force of a North Star.
With its roots reaching back more than a century ago, Hillenbrand has grown from humble beginnings into a global leader in industrial manufacturing. With activities across a range of sectors – such as durable plastics, food, and recycling – the organization needed to bring together its wide portfolio of brands and businesses. Under the leadership of a new CEO, Hillenbrand engaged BCG BrightHouse to help uncover its timeless “why”—a purpose that could inspire its associates, attract and retain talent, unify its various operating companies and provide clarity for the future.
Our first step was speaking with Hillenbrand’s people to uncover shared values and strengths that could unify their diverse global portfolio.
By connecting with leaders and associates across the organization through conversations and workshops, we explored what defines Hillenbrand at its best. This process revealed shared values authentic to the company’s rich history and aligned to future aspirations. Hillenbrand’s new values would serve as the unifying framework supporting its purpose.
Then, luminary insights expanded thinking around the unique role Hillenbrand plays in the world.
To deepen our understanding further, we spoke with five luminaries — subject matter experts ranging from an elite NFL coach to a biomimicry expert. From divergent angles, they helped us explore themes of legacy, adaptability, and what makes ecosystems last. These insights revealed how Hillenbrand strengthens connections and empowers its businesses’ growth.
These inputs shaped Hillenbrand’s purpose, focusing on its commitment to engineering solutions that enhance how people live, work, and thrive
We uncovered Hillenbrand’s role as a catalyst for innovation and leadership, being experts in their fields, Hillenbrand’s teams build products that help improve the world and shape the future. With these findings, our team articulated Hillenbrand’s purpose statement: Shape What Matters For Tomorrow. It encompasses every associate—the molders, makers, and engineers—and serves as a crucial juncture for decision making, creating lasting value for the company as Hillenbrand evolves with the global market. Underpinning the purpose, we developed and aligned on a common set of core values and behaviors we wanted all associates to aspire to role model.
We gave Hillenbrand an inspiring play button for purpose, as well as a visual framework showing how everything connects.
Our team captured Hillenbrand’s purpose through a film, bringing its meaning to life in an emotive way for all associates. Additionally, an interactive unifying framework visually depicted how each part of the organization aligns with the purpose and core values. It helped leaders and teams from each business see how their roles and behaviors contribute to our overall success, while still preserving their unique identities.
Hillenbrand is putting its purpose to work, and on display, shaping innovations that matter for our shared future.
Guided by its purpose, Hillenbrand is aligning innovation and sustainability efforts to drive meaningful change across the industry.
This commitment was front and center at NPE2024 The Plastics Show, where Hillenbrand and its businesses showcased cutting-edge solutions in plastics processing and recycling. Recently two of Hillenbrand’s portfolio companies were recognized for their innovative solutions — Rotex was recognized as the Seed and Grain Cleaning Equipment Company of the Year by Agri Business Review and Coperion was recognized by a chemical customer for outstanding service performance and localization efforts.
Hillenbrand was recently named to Newsweek’s America’s Most Responsible Companies 2025 list, an honor that recognizes top U.S. companies for their excellence in environmental, social, and governance (ESG) practices.
These recognitions underscore how Hillenbrand’s purpose is not only a business unifier, but a driver for the positive impact it makes on the world.
Our purpose has moved beyond words to become the heartbeat of our company. It fuels our innovation, unites our teams, and drives us to make a meaningful impact every day. Our purpose has come to life through our people, empowering us to do work that truly matters.
Kim Ryan
President and Chief Executive Officer, Hillenbrand