Background 

As UST approached its 25th year, the company reflected on how its culture needed to evolve alongside its people and the world of work. What began as a technology start-up has grown into a global digital transformation organization with more than 30,000 employees across 30 countries. In 2019, UST created the Office of Values & Culture (OVC) to continue nurturing the values of humility, humanity and integrity that have guided the company since its founding. Together with its flagship Colors framework – a global model linking engagement, wellbeing, innovation, and social impact – the OVC has long been the custodian of UST’s people-first ethos.

By 2024, rapid generational, technological, and structural shifts were reshaping how people experienced work. OVC identified five emerging forces – generational change, AI adoption, the rise of freelance mindset, new growth expectations, and increased interest in volunteering – to help the organization understand how these trends were affecting employees across regions. Its mission was to reimagine culture for a workforce that was faster, younger and more fluid – turning disruption into unity and purpose.

Approach 

OVC focused on strengthening programs that already resonated with teams. Through its three engines – Values & Culture, Colors and CSR — UST engaged employees in shaping how the company responds to these shifts.

Global initiatives such as ‘Center Head for a Day,’ reverse mentoring and peer-led learning sessions created opportunities for associates at all levels to contribute, share perspectives and explore new ways of working together.

When the CEO announced UST’s GenAI vision, OVC activated 200+ volunteer evangelists to run peer-to-peer sessions. More than 25,000 associates were trained within 12 months. These efforts grew through the enthusiasm of volunteers and peer communities across the company.

“Through the Office of Values & Culture and the evolution of Colors of UST, UST brought people together around shared purpose, innovation and inclusion across its global workforce”

To retain talent amid freelance mindsets and acquisitions OVC introduced transparent career architecture and an emerging leaders’ programme. Leaders across UST continued deepening their commitment to servant leadership, reinforcing a culture where everyone can contribute.

UST created a dedicated framework for post-acquisition values integration (CO-D-SIGN) to help new teams align quickly and consistently. Alongside this, the OVC network activated employees across nine geographies, delivering more than 450 initiatives and 30,000 volunteer hours. These efforts connected our CSR work to the UN Sustainable Development Goals and strengthened belonging through visible, shared impact.

Recognising that rapid AI change was testing psychological safety, UST also redesigned its ‘Color Indigo’ innovation framework into an always-on ecosystem. GenAI became a co-pilot while the D3 (Dream, Design, Disrupt) hackathon engaged 16,000 participants and produced deployable client solutions. A Psychological Safety Index and the Fail Forward Awards helped teams learn more openly, creating measurable gains in psychological safety and stronger retention among associates actively involved in innovation.

Outcome

UST’s response to the disruption facing workers has made it a benchmark for scalable and renewable human culture. Key outcomes include higher retention across flexible and project-based roles, along with continued growth in internal mobility for employees driving innovation and UST ranking among India’s 100 Best Companies for Women. Across 2024 alone, Color Indigo 2.0 generated 2,429 ideas, with 14 deployable innovations from hackathons, while CSR initiatives impacted 118,000 lives and reduced emissions intensity by 46%.

UST is a Top Employer in 11 countries and a Great Place to Work in five, with 89% of employees saying its values are visible daily. “BCA recognized UST’s approach to navigating technological and workforce change, highlighting the company’s focus on values, psychological safety, and collaborative innovation. Across UST, employees continue to shape programs, solutions and volunteer efforts that strengthen belonging and support meaningful impact in the communities where the company operates.”

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