Why Bunnings feels like home: trust, community and genuine care
At the recent SXSW Sydney conference, a focal point of discussion was the intricate and evolving concept of trust in business and community.
Mike Schneider, Managing Director of Bunnings, took the stage alongside Nadine Parkington, founder of a digital advisory consultancy, to dive into this multifaceted topic. Schneider, who has led Bunnings for nearly a decade, shared his insights on navigating trust, fostering a cohesive company culture and expanding brand loyalty.
The session offered a deep dive into how businesses like Bunnings balance tradition with innovation while maintaining a consistent trust framework that resonates with both employees and customers.
Trust in Leadership: Mike Schneider’s Perspective
Opening the session, Nadine Parkington highlighted Schneider’s natural curiosity and his inclination to listen and learn, setting the tone for a discussion centred on trust as a foundational value. Schneider acknowledged the challenges of today’s environment, saying, “We’re living in a society where it feels like we’re all looking to catch people, systems and institutions out.” He stressed the importance of maintaining a genuine sense of self and consistency in leadership.
Reflecting on his long tenure at Bunnings, Schneider emphasised that the company’s success is rooted in its culture of trust and transparency. “Honesty is a foundation,” he explained, adding, “In a world where you can be anything, being honest provides a solid foundation for building trust.” He also discussed how the brand remains grounded through honesty, humility, helpfulness and happiness—qualities he collectively refers to as the “4H’s.”
Building a Trusted Brand: The Bunnings Approach
Parkington then shifted the conversation toward Bunnings’ brand identity, describing the company’s association with “warm fuzzies” like community barbecues and the friendly, familiar faces of its employees. Schneider shared how Bunnings has managed to maintain a trusted and consistent brand image over decades. He explained, “We want to be the best in the market with our pricing, range and service, and we’ve held to that strategy for 30 years.”
He highlighted that consistency, in both customer experience and corporate values, plays a pivotal role in building and sustaining trust. The company’s omnichannel approach, combining traditional in-store experiences with online services, exemplifies how Bunnings has evolved without sacrificing the core elements of its identity. “It’s boring, but it’s consistent, and it delivers good outcomes,” Schneider remarked, underscoring the importance of staying true to a brand’s values.
Trust Beyond Operations: Engaging the Community
Moving beyond operational strategies, Schneider discussed how Bunnings’ community involvement enhances trust. He cited the 34,000 community barbecues organised in the past year, which raised approximately $40 million for local causes. “These barbecues fill the gaps where government funding can’t always reach,” he noted, illustrating how Bunnings acts as a social pillar in Australian communities.
This grassroots approach, Schneider suggested, creates deep, enduring connections. “We’re there when people need us,” he said, adding that the company has protocols for responding rapidly during natural disasters, like offering immediate assistance to the State Emergency Service (SES) without requiring payment upfront. This proactive support demonstrates Bunnings’ commitment to building trust not only with customers but also with broader community stakeholders.
Navigating Change: Embracing Innovation While Preserving Trust
When discussing Bunnings’ evolution, Schneider highlighted the delicate balance of maintaining brand trust while embracing innovation. Reflecting on the company’s digital transformation journey, he shared how, in 2017, Bunnings committed to launching an online platform despite internal resistance. “We had to make the announcement publicly to get buy-in,” he revealed, illustrating the need to sometimes push against organisational inertia to drive progress.
Schneider also shared a recent initiative where Bunnings hosted a dance party for performing artists, an unconventional move aimed at supporting a struggling community sector. “We saw an opportunity to connect with young adults, a demographic that typically doesn’t engage with us,” he explained. The event, which featured local DJs and raised funds for the music industry, exemplified how Bunnings leverages its brand elasticity to build new connections while staying true to its community-focused roots.
Amplify: A New Initiative for Trust and Social Change
The session concluded with a discussion on Amplify, a new not-for-profit organisation founded by Paul Bassat which Schneider supports, aimed at fostering trust and dialogue within Australian society. Research shows Australians trust each other and experts more than media and business institutions. Schneider believes that this grassroots trust is crucial for addressing societal challenges like housing affordability. “We want to have a society where meaningful, respectful conversation is possible,” he stated.
Parkington and Schneider emphasised that Amplify aims to create spaces for constructive debate, engaging Australians in policy development and community action. “If you’re part of the conversation and you can make it broad, then better outcomes are inevitable,” Schneider remarked, encouraging audience members to participate in Amplify’s upcoming events.
Mike Schneider’s session at SXSW was a compelling exploration of trust—from personal leadership values to brand consistency and broader societal engagement. By emphasising honesty, humility and community connection, Bunnings continues to set a standard for how businesses can navigate change while preserving the trust they have cultivated over time.
As Amplify seeks to bring these lessons into the broader Australian community, the message is clear: trust is not just a corporate value but a societal necessity that requires active participation and consistency from all levels.