Electrolux Group purpose

Shape living for the better

We reinvent lifetime taste, care and wellbeing experiences for more enjoyable and sustainable living around the world

  • Act sustainably
  • Create better experiences
  • Always improve

Our future is determined by the way we all live our lives. That’s why we strive to improve everyday life for millions of people and the world around us. It is embodied in everything we do. In every idea, every product and every human interaction.
We believe that outstanding taste experiences should be easy for everyone. That there is always a better way to care for our clothes to make them look and feel new longer. That the home should be a place for wellbeing, a place to care for ourselves and our loved ones.

To succeed, we continuously rethink and improve our ways of working – internally, and together with our customers and partners.

By creating desirable solutions and great experiences that enrich peoples’ daily lives and the health of our planet, we want to be a driving force in defining enjoyable and sustainable living.

Our purpose, to shape living for the better, is the greater “why” that gives direction. It’s our common goal, defining what we’re working for and providing the key ingredient for a strong, sustainable and scalable organizational culture. It guides the solutions we create, the people we employ, behaviors we encourage and the decisions we take.


We reinvent lifetime taste, care and wellbeing experiences for more enjoyable and sustainable living around the world.

To create these experiences we focus our innovation on three areas:

  • We help people make great tasting, healthy food for friends and family. An oven that cooks evenly or a hob with precise temperature controls and high speed, can enable consumers and give them the confidence and skills to do well.
  • We help consumers care for their clothes by making them stay new and great looking for longer. We deliver solutions that allow consumers to put their favorite clothes into the washing machine and be completely confident in the result.
  • People are concerned about the air that they breathe and their environment. We call that wellbeing. We help consumers get a better home environment through floor care, air care and water care.


Our purpose is underpinned by three drivers: Act Sustainably, Create Better Experiences and Always Improve. The drivers guide our behaviors, give direction to our strategies, and convey the core of how we behave as a company.

Act sustainably

Inspire and contribute to a change for the better.

We are determined to shape living for the better of our customers and for the health of our planet. We are proud of our Scandinavian heritage and our accomplishments, but we intend to improve further and to make smarter, more resource efficient solutions available for everyone. To develop better operations for our coworkers and the communities around us. To always act ethically and respect human rights. To work together with customers and professional partners who share our desire to change for the better.

Create better experiences

Design solutions that elevate the everyday.

Experiences are in the food our customers put on their plate, the way they care for their clothes, the quality of the air they breathe or the water they drink. Better experiences not only elevate our customers’ every day but are also mindful of our society and our planet.

Always improve

Think new and never settle.

We never settle and are always curious and forward leaning. We see opportunities where others see problems and make things happen. That is what it takes to shape living for the better.