Culture as a Strategic Asset
Culture gains meaning when paired with purpose. At Vaupell, we view culture not as a byproduct of operations, but as a deliberate and strategic asset that drives performance, innovation, and long-term success.
It’s the foundation that shapes how we lead, collaborate, and solve complex challenges—across every one of our locations, every team, and every project. By intentionally cultivating a culture rooted in purpose, excellence, and integrity, we create an environment where people thrive, innovation flourishes, and customers see lasting value. Culture isn’t just how we work—it’s why our work matters.
Purpose as the North Star
Purpose provides clarity—it answers the “why” behind our work, how we operate, and helps every person at every level connect to the bigger picture.
At Vaupell, we have a business philosophy which aligns with our purpose. Our company places prime importance on trust and sureness, and shall commit itself to contributing to the progress of society and the enhancement of people’s welfare and livelihood through its business activities. We bring this purpose to life by delivering innovative sustainable solutions that redefine the future.
When people understand the purpose behind their work, alignment, motivation, and accountability naturally follow. When employees feel connected to the ‘why’ behind their work, studies show those employees are more engaged and help drive the organizations culture.
Leadership’s Role in Alignment
Purpose and culture are only as strong as the leadership that models them. Aligning culture with purpose starts with leadership. As leaders, we set the tone. We model the behaviors we want to see. When leaders demonstrate integrity, prioritize the long term, and make decisions rooted in purpose, it reinforces cultural alignment throughout the organization. As CEO of Vaupell, one of my most important roles is being the steward of our culture. Leadership alignment isn’t just about words—it’s about consistent actions that reflect our values.
Hiring and Onboarding for Fit
Alignment doesn’t happen by accident—it begins the moment someone is hired. That’s why we embed our purpose and cultural values into our hiring practices and onboarding programs. We’re looking for people who share our mindset and values. Every new team member should strengthen the culture we’re continuously cultivating. We want our new hires to know that they belong at Vaupell. We have focused on building out a robust onboarding program so our new hires feel welcomed, valued and heard.
Communication and Storytelling
Culture thrives when it is lived and shared. One of the most effective ways to keep culture vibrant is through storytelling. Real stories, from real teams, doing real work. When we highlight how someone’s contribution ties back to our greater purpose, it creates connection and meaning.
For example, in October 2025, Vaupell was honored as a finalist for the “Sustainable Future Award” at the Airbus Global Supplier Conference in Hamburg. This recognition reflects our commitment to environmental responsibility and a culture of collaboration, ingenuity, and accountability that drives sustainable aviation. By innovating with plastics, we reduce waste and emissions while meeting aerospace performance standards—such as with our Cove Light Panels, which incorporate up to 25% recycled content.
Whether it’s through partnerships, social media, team meetings, or casual conversations, culture lives in the stories we tell—and in the stories we celebrate. This “Sustainable Future Award” shows how collaboration, ingenuity, and responsibility can shape a more sustainable future for aviation.
Measuring What Matters
To ensure culture continues to thrive, we must measure it. That’s why we track key indicators like employee engagement, retention, and performance—not just by output, but by how closely actions align with our values. Cultural health is measurable, and it should be monitored just as seriously as operational KPIs. We regularly review key metrics from the shop floor to the boardroom to stay aligned and accountable.
Adaptability Without Losing Identity
Markets shift. Technologies evolve. But our purpose anchors us. It’s what enables us to adapt without losing who we are.
At Vaupell, we’re committed to ensuring our company’s culture delivers on our purpose. By aligning culture with purpose, we create an environment where people thrive, innovation flourishes, and long-term value is built.
“Let’s lead with purpose. Let’s build with intention. Let’s align our culture to something that truly matters—together.”
— Mark Goss
Chief Executive Officer, Vaupell