Reproducing civilization
During the brief period in which corporations thought it would be a good idea to indulge the political sensibilities of their junior employees, it became fashionable to adopt “mission statements” that expressed the supposedly higher purpose sought by the firm in its branches and divisions. This attracted a certain measure of ridicule, such as the case of Hellmann’s mayonnaise, which decided that its real purpose was not to produce mayonnaise, but rather to “reduce food waste” by transforming leftovers into “delicious meals.” The obvious objection to this, expressed in the Wall Street Journal and elsewhere, was the tacit assumption that the product itself could not be the purpose. This appeared to concede the essentially anti-capitalist idea that there was something unworthy or grubby about just making mayonnaise and selling it to people, which then created the need to identify a “higher,” non-pecuniary purpose in order to edify the entire operation.
The mayonnaise mission statement became the object of public controversy when a major shareholder in Unilever (the parent corporation) complained that “a company which feels it has to define the purpose of Hellmann’s mayonnaise has in our view clearly lost the plot.” I found this a bit uncharitable, since it’s not difficult to imagine why the company would have thought the mission statement to be not only good PR, but also good HR. For most people, sitting around at work every day thinking “I’m here to make money for Unilever” is less intrinsically motivating than “I’m on a mission to reduce food waste.”
I think about this episode sometimes as I’m driving to work. Technically my job is to teach courses in philosophy. Students pay tuition, the university pays me, everyone goes home happy. The product is the purpose. No one thanks me, that’s what the money is for. I am, however, sometimes tempted by the idea that my work might have a loftier objective. Pressed to put it in the form of a mission statement, I might go with something like this: “reproducing the foundations of Western civilization, one lecture at a time.” Like the junior employees at Unilever, I find this more elevated statement of my task to be a greater source of motivation.
