Culture as a competitive advantage - Why consistency matters more than ever

By Charlene Kotze, HR Manager Henkel South Africa

Johannesburg, South Africa. 15 June 2026 - In today’s evolving business landscape, organisational culture is no longer a soft differentiator, it is a defining factor of long-term performance.

As industries navigate shifting workforce expectations, economic pressure and heightened competition for talent, the companies that stand apart are those that treat culture not as a concept, but as a discipline.

At Henkel South Africa, culture is anchored in our global purpose: “Pioneers at heart for the good of generations.”

More than a statement, it guides how we think, act and collaborate, shaping a culture of innovation, responsibility and long-term impact.

Complementing this, our leadership commitments form an essential foundation, with leaders’ role-modelling trust, inclusivity and accountability, empowering teams and embedding purpose into everyday decisions, ensuring a consistent, values-driven employee experience across the organization.

Yet, culture is not defined by words alone.

Its true strength is measured in how it is experienced locally.

Within the South African context, a strong culture is brought to life through a balance of high performance and human connection.

It is reflected in workplaces where accountability and trust coexist, where employees feel psychologically safe to contribute, and where leadership is expected to deliver results without compromising on care.

This is what transforms values from corporate language into daily behaviour.

Culture As Both Intention And Evolution

Importantly, strong culture is neither entirely engineered nor entirely organic.

It is built intentionally, through clearly defined values, leadership expectations and systems, but it also evolves through the everyday interactions of people across the organisation.

The most resilient cultures emerge where there is clear direction, paired with the flexibility for teams to interpret and live those values authentically within their own environments.

The Critical Role Of Leadership

Leadership, in this equation, is non-negotiable.

Employees do not follow statements; they follow behaviour.

Leaders set the tone for what is accepted, rewarded and repeated.

Consistency in leadership, grounded in integrity, empathy, fairness and clear communication, reinforces trust and drives engagement.

In contrast, misalignment between stated values and leadership actions quickly erodes credibility.

Translating Global Values Into Local Relevance

For global organisations like Henkel, the challenge lies in ensuring that values resonate across diverse markets.

At Henkel, this is achieved by translating global principles into locally relevant action.

In South Africa, this includes aligning culture with community realities, investing in skills development, and empowering local leadership to embed values in ways that are meaningful on the ground.

This ensures that culture is not imposed from the top down but lived from within.

Sustaining Culture Through Systems And Practice

Sustaining culture over time requires intent.

It demands more than periodic initiative; it calls for integration into the organisation’s core systems.

Transparent people practices, consistent communication, recognition, and performance frameworks aligned to values all play a role in maintaining cultural integrity.

When these elements work together, culture becomes self-reinforcing rather than dependent on individual leaders.

Culture Under Pressure

Perhaps most critically, culture is tested in moments of pressure.

Periods of uncertainty reveal whether values are truly embedded or merely aspirational.

Organisations that remain anchored in purpose, while adapting how they operate, are better equipped to navigate disruption.

Resilience, in this sense, is not about rigidity, but about staying true to core principles while evolving in response to change.

A Competitive Advantage In Talent Attraction And Retention

In an increasingly competitive talent market, this consistency becomes a powerful differentiator.

Professionals are no longer drawn solely by opportunity, but by environments where they feel valued, trusted and able to grow.

Organisations that successfully balance performance expectations with genuine investment in people are those that attract and retain top talent.

Ultimately, building a strong employee culture comes down to one principle: consistency.

When leadership behaviour, organisational systems and daily actions align with stated values, not just in ideal conditions, but under pressure, culture becomes credible.

And when culture is credible, it becomes a lasting competitive advantage.

About Henkel

With its brands, innovations and technologies, Henkel holds leading market positions worldwide in the industrial and consumer businesses.

The business unit Adhesive Technologies is the global leader in the market for adhesives, sealants and coatings.

With Consumer Brands, the company holds leading positions especially in laundry & home care and hair in many markets and categories around the world.

The company's three strongest brands are Loctite, Persil and Schwarzkopf.

In fiscal 2025, Henkel reported sales of about 20.5 billion euros and adjusted operating profit of around 3.0 billion euros.

Henkel’s preferred shares are listed in the German stock index DAX.

Sustainability has a long tradition at Henkel, and the company has a clear sustainability strategy with specific targets.

Henkel was founded in 1876 and today employs a diverse team of about 47,000 people worldwide – united by a strong corporate culture, shared values and a common purpose: "Pioneers at heart for the good of generations.”

More information at https://www.henkel.com

About Henkel South Africa

Henkel in the South Africa was established in 1951 and has since grown with more than 200 employees.

With a legacy of 75 Years in the country, Henkel operates one plant for Adhesive Technology products in Johannesburg and three offices in Bedfordview (Johannesburg), Alrode (Johannesburg), Wadeville (Johannesburg) and Durban and Henkel in South Africa covers both global business units: Consumer Brands and Adhesive Technologies.

In line with the company’s focus on innovation and customization, Henkel South Africa offers locally relevant leading products that cater to the country’s specific needs and position Henkel as a key player, particularly with top brands in textured hair care such as Got2b Glued and Consumer Adhesives such as Pritt - the leading glue stick brand with Henkel South Africa being in the top 3 of most Pritt sticks sold globally - as well as customized Adhesive products for the automotive mining and cementing industry.

In 2007, the Henkel South Africa team collaborated with a local NGO to build a center for children and created a space for early learning and development to give back to those in need.

Through donations and volunteer work from Henkel employees and Henkel South Africa, 120 children from ages three to five every year now have a place to learn at Tamaho Early Learning & Development Center, Katlehong, Johannesburg.

A second building is currently being established that will allow an additional 120 children each year to access a learning environment.

Issued By

Meropa Communications

Prinella Pillay

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