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Empowering outperformance through purpose-led Values At Absa, we’re on the journey of writing our outperformance story. It’s a story where we live a culture that is purpose-led, values-driven and underpinned by our Brand essence. As such, our story is anchored in our new Purpose: Empowering Africa tomorrow, together… one story at a time. Our Purpose is brought to life through our Values, the behaviours that define how we show up for ourselves and all the stakeholders we serve every day.
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To build culture as our competitive advantage, we have refreshed our culture transformation journey in alignment with our Purpose, Brand and Values. For a holistic transformation, we embed these three pillars of our culture across all people and business practices, ensuring an integrated and aligned narrative that unites and energises colleagues around our journey.
Read more about our Purpose and Values
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