BWX has been improving its employees’ connection to the organisation’s purpose – “To accelerate a revolution so that natural wellness is the only choice”. BWX put their money where their mouth is, making financial donations to various causes, initiating employee volunteer time to environmental causes and making a $1m product donation to help stop the spread of COVID (hand sanitiser and hand wash). This connection between employees and BWX’s ‘natural revolution’ has led to improvements in employee engagement, company pride, retention and employer branding.