Mission Statement, Vision, & Core Values (2026) of Brother Industries, Ltd.

From humble beginnings in 1908 as a sewing-machine repair shop to a diversified global player now operating in more than 40 countries, Brother Industries channels a clear, measurable ethos-placing customers first through its 'At your side.' spirit while investing heavily in the future (allocating about 6.7% of annual revenue to R&D) and committing to sustainability targets such as achieving net-zero carbon emissions by 2050; the company's mission to deliver high-quality products and build lasting customer relationships is matched by the Group Vision 'At your side 2030' and the FY2025-2027 medium-term strategy 'CS B2027,' which together push bold transformation, barrier removal for customer success, and deep cross-functional collaboration rooted in inclusivity, social responsibility and community engagement-recognitions like being named one of the World's Best Employers in 2020 underscore Brother's people-first culture and make this a story of innovation, purpose and measurable commitment worth exploring further

Brother Industries, Ltd. (6448.T) - Intro

• Founded: 1908
• Global footprint: Operations in more than 40 countries
• Core markets: Printing & imaging, industrial sewing & automation, garment and label printers, scanners, home and office equipment
• R&D investment: Approximately 6.7% of annual revenue devoted to new product development and innovation
• Sustainability target: Net-zero CO₂ emissions by 2050
• Corporate recognition: Named among the 'World's Best Employers' in 2020

• Mission focus: Deliver reliable, user-centered products and services that keep customers productive and connected.
• Vision emphasis: Sustainable growth through technology, quality manufacturing and customer-first service models.
• Core cultural tenets:
  • Customer-centricity - long-term relationships over short-term transactions
  • Innovation - systematic investment in R&D (~6.7% of revenue)
  • Sustainability - aggressive CO₂ reduction and 2050 net-zero commitment
  • Employee well-being - recognized employer practices (e.g., 2020 global recognition)

Brother Industries, Ltd. (6448.T) - Overview

• Customer-centricity: prioritize responsiveness, quality and total value to win long-term loyalty.
• Innovation-driven: invest in R&D to adapt product portfolios (printers, labelers, industrial sewing, machine tools, and solutions) to evolving customer needs.
• Sustainability: reduce environmental impact across manufacturing, logistics and product lifecycles.
• Operational excellence: align strategic initiatives with long-term objectives and market demand to deliver measurable outcomes.

• Enhance after-sales and services to increase repeat purchase rates and customer lifetime value.
• Accelerate digital transformation-IoT-enabled devices and software-as-a-service (SaaS) offerings-to deliver faster, more personalized solutions.
• Embed eco-design and circularity principles to meet regulatory and customer expectations on emissions and resource use.

• R&D intensity: ~3.4% of net sales (FY2023), supporting product innovation and software-enabled services.
• Global footprint: manufacturing and sales operations in over 40 countries, ensuring local customer support 'everywhere and every time.'
• Energy & emissions targets: CO2 reduction target aiming for scope 1+2 reductions of ~35% vs baseline within medium term and net-zero ambition by 2050; increasing renewable electricity use across plants.
• Product circularity: target to increase recycled content and expand take-back programs for consumables and devices.

• Service response times and first-time-fix rates tracked across major markets to improve uptime for B2B customers.
• Subscription and consumable retention rates-key to recurring revenue-monitored and incentivized through bundled service offerings.
• New product launch success (time-to-market): shortened via cross-functional R&D and localized development centers.

• IoT-enabled printers and labelers with cloud management to reduce downtime and optimize consumable ordering for customers.
• Expanded service networks and digital support tools to deliver 'At your side.' assistance remotely and on-site.
• Eco-design programs reducing material use per unit and increasing product reparability and recyclability.

Brother Industries, Ltd. (6448.T) - Mission Statement

• The Brother Group Vision 'At your side 2030' aims to enable people's productivity and creativity, contribute to society, and help protect the earth.
• The vision reflects a commitment to societal development and environmental responsibility and sets a long-term horizon for transformation and sustainability.
• Brother has established the FY2025-2027 medium-term business strategy 'CS B2027' as a roadmap to realize this vision, emphasizing growth, digital transformation, and sustainability.
• Key cultural emphasis: boldness and transformation - encouraging the organization to break current boundaries and envision a new future.
• Brother focuses on removing barriers to customer success via unique technologies (printing, labeling, industrial automation) and a global network of service and sales operations.
• The vision promotes a proactive mindset throughout the company - identifying opportunities for customers and society and creating solutions that scale globally.

• Customer-centric innovation - apply proprietary technologies to simplify workflows and boost customer productivity.
• Global network leverage - use regional presence to deliver products, services, and sustainability initiatives at scale.
• Environmental stewardship - integrate circularity and emissions reduction into product design and operations.
• Transformation and boldness - pursue business model shifts, new service offerings, and M&A aligned with CS B2027 goals.

• Printing & Solutions: core recurring-revenue opportunities via MFPs, desktop printers, label printers, and managed print services; focus on software and service monetization.
• Industrial Solutions: sewing machines, garment production equipment, and automation products aimed at productivity gains for manufacturers.
• New Growth Areas: embedded connectivity, IoT-enabled devices, and subscription/service models aligned with CS B2027.

• Reduction of Scope 1 and 2 CO2 emissions by targeted percentages under the CS B2027 timetable.
• Increasing proportion of recurring revenue and services to improve customer lifetime value and predictability.
• Scaling R&D investment to accelerate product transitions that remove customer pain points and create greener solutions.

• CS B2027 governance ties executive incentives to progress on strategic KPIs (revenue mix, ROIC improvements, sustainability targets).
• Cultural programs promote 'bold transformation' - cross-functional squads, global piloting of new business models, and continuous upskilling for employees.
• Operational playbook: identify customer barriers, prototype solutions, leverage global distribution to scale, and measure impact against productivity and environmental KPIs.

Brother Industries, Ltd. (6448.T) - Vision Statement

• Inclusivity - creating workplaces where employees feel valued, respected, and empowered regardless of background or role.
• Collaboration - fostering deep relationships across businesses and functions to leverage collective expertise and accelerate innovation.
• Customer-centricity - prioritizing the customer experience through the "At your side." ethos: putting customer needs first, every time and everywhere.
• Social responsibility - embedding environmental stewardship and community engagement into operations and corporate culture.
• Ethical conduct - guiding decisions and behavior by transparent governance and adherence to compliance standards.

• Employee engagement: inclusive HR policies, local training, and cross-functional teams that elevate diverse perspectives.
• Customer relationships: service networks, distributed support centers, and customer feedback loops that shape product roadmaps.
• Community action: employee-led volunteer programs and targeted local philanthropy supporting education and disaster relief.
• Environmental commitment: product energy-efficiency targets, waste reduction in manufacturing, and circularity initiatives.

• Service + product integration - bundled hardware, software, and support to reduce customer downtime and total cost of ownership.
• Localized support - regional service centers, multilingual help desks, and tailored solutions for enterprise and SMB clients.
• Continuous improvement - metrics-driven service level agreements (SLAs) and voice-of-customer programs that feed product and process enhancements.

• Carbon reduction targets - medium-term absolute emission reduction goals across Scope 1 and 2 tied to operational energy efficiency.
• Recycling & circularity - increasing percentage of products designed for easy disassembly and parts reuse; take-back programs in multiple markets.
• Community engagement - thousands of employee volunteer hours annually and focused donations to education and disaster relief programs.

• Board oversight - independent directors and board committees ensuring alignment between mission, values, risk management, and executive incentives.
• Compliance frameworks - global policies on anti-corruption, privacy, and supplier standards to maintain responsible supply chains.

• Resilience - inclusive culture and cross-functional collaboration reduce knowledge silos and improve crisis responsiveness.
• Customer loyalty - "At your side." increases retention, aftermarket revenue, and upsell opportunities.
• Talent attraction - commitment to inclusivity and development supports recruitment in competitive tech and manufacturing markets.
• Long-term value - integrating ESG priorities helps manage regulatory risk and appeal to sustainability-minded investors.