From making tools to bolstering makers

With a growing portfolio of brands and a new CEO, Stanley Black & Decker recognized the strength in coming together

With business units and brands spread across tools, security, infrastructure, manufacturing, and healthcare, Stanley Black & Decker realized that their growth strategy needed something paired with it to unify and galvanize the company’s 50,000+ employees working in 50 countries. They wanted an idea, a belief, a rallying cry that would capture the meaning of their work, who they were as a company, and what they aspired to be — so they could seamlessly meld new and existing brands under one name. Purpose was the perfect tool for the job.

We dug down into the company’s 175-year history, unearthing what’s core to its identity

Through research and interviews, we captured who Stanley Black & Decker is at their best — a company that takes on any challenge, is reliable to the core, joins forces for the collective good, and stays ahead by being bold and breaking the mold.

We discovered that Stanley Black & Decker serves the makers, crafters, and shapers

Our team explored the fundamental human need to create tools, from the arrowhead to the Allen wrench, and how this basic drive shaped not only our species but our society. Where this ancient human need to create intersects with Stanley Black & Decker’s strengths, we found their role: to equip and serve the people — the builders, the manufacturers, the professionals, and the DIYers — who “make the world.”

For Those Who Make the World

Stanley Black & Decker's purpose went public through a corporate website renovation that placed its commitment to makers front and center.
To help employees connect with the new purpose, we created customizable content showcasing how different people across business units embody their purpose daily.
Purpose unified the company's products, and business units, while inviting employees to personalize how they "Make the World."

After aligning on purpose, Stanley Black & Decker imbued their commitment to makers and making better spaces across business

Now a major component of 1- and 3-year planning as well as leadership performance reviews, purpose continues to fuel the company’s growth strategy.

To honor makers, Stanley Black & Decker focused on a new CSR and brand platform, enabling and upskilling makers through STEAM education, “makerspaces,” vocational training, and a sponsorship of a PBS invention competition.

Recognizing that their purpose demanded bold action, the company launched the STANLEY Earth Brand to house their societal and environmental innovation efforts. They also implemented an ECOSMART program to reduce environmental impact by 20% by 2020 and achieve carbon positive operations globally by 2030.

We’re the largest tool company in the world. We impact people through our tools. Our purpose is not about us. It’s for those makers and creators who really make the world.

Jim Loree
Former CEO, Stanley Black & Decker


One of the world’s best employers

Forbes magazine honored Stanley Black & Decker in 2021 by naming the company among the top 750 employers with global operations, ranking them #11 in the “semiconductors, electronics, electrical engineering, technology hardware & equipment” category and #252 overall. To determine these winners, over 150,000 full and part-time employees in 58 countries were surveyed and asked to rate their willingness to recommend their employers to family and friends.

PRWeek Purpose Awards Brand of the Year

Stanley Black & Decker was honored at PRWeek’s inaugural 2019 Purpose Awards ceremony for delivering on their ESG promises and other initiatives to support makers. Shannon Lapierre, Stanley Black & Decker’s Chief Communications Officer, said of the award, “This recognition is a testament to our ambitious corporate social responsibility strategy and the hard work of our employees around the world who are committed to bringing our purpose to life. Without their commitment, it would simply be a statement.”

Best global company culture

Stanley Black & Decker achieved distinction based on their evaluation across 20 different workplace culture categories including compensation, leadership, professional development opportunities, and benefits. On the 2022 list, they earned spot #23 out of the top 50 large companies (500+ employees) worldwide. From Comparably’s research over the past few years, Stanley Black & Decker has won scores of other awards, from “Best CEOs for Diversity” to “Best Company Outlook.”


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