Missions aren’t marketing tactics. They’re beliefs.

It’s fashionable among corporations to conduct introspective workshops every so often – where official “mission statements” are re-examined and honed to a fresh sheen for use in the latest marketing materials.

We don’t do that at Swire Properties. Perhaps because, for decades now, our mission has not varied.

We remain as steadfastly committed as ever to one simple, foundational belief: long-term planning that draws on our experience and core strengths will never fail us. Our customers, our partners and the communities we serve will see the enduring value we create as a result – and respond with their support.

Is that a mission? We don’t know. What we do know is that this way of conducting business has served us enormously well for many, many years.