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Why Bunnings feels like home: trust, community and genuine care

23 October, 2024
Why Bunnings feels like home: trust, community and genuine care | News | Pause Awards
George Hedon, founder and CEO, Pause Fest & Awards
George Hedon
23 October, 2024
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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.

Bunnings at SXSW Sydney

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.


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The Culture track seeks entries that exemplify the development of an inclusive and collaborative workplace culture, crucial for organisational success and growth. Submissions should illustrate transformative strategies implemented across core business functions, reflecting expertise, leadership, and a clear vision. These strategies should demonstrate a positive impact on the business, its employees, stakeholders, and customers, showcasing how a nurturing culture contributes to overall growth and innovation.

The Excellence track celebrates businesses that have demonstrated remarkable success and impact within their industry, regardless of their size. Entries for this category should illustrate how the business's strategic execution, guided by visionary leadership and exceptional expertise, has significantly influenced the industry. The focus will be on the tangible outcomes of these strategies, highlighting the company's ability to innovate, lead, and leave a lasting impression in its field.

The Good track is focused on recognising companies dedicated to their mission of creating a positive societal impact. Entries should highlight innovative solutions aimed at addressing global challenges such as environmental sustainability, social equity, and community well-being. Successful submissions will demonstrate how their initiatives contribute to significant changes, tackling issues like gender inequality, social imbalance, and injustice, thereby setting a precedent for responsible and impactful business practices.

Awarded to a single entry in a category, Grand Prix is the top accolade in that category. To win the Grand Prix, the entire Judging Board must unanimously agree that the entry deserves the accolade of being the best in that category.

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The Operators track seeks entries that showcase leadership in fostering innovation within their ecosystems. Ideal submissions will highlight how your initiatives have catalysed the creation of new products or services, bolstered by a culture that uplifts internal teams and the wider community. This track celebrates those who drive progress by empowering voices and forging transformative connections in their industry.


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