A business that is close to the co-op members and is responsible towards the society is known in the S Group as "market economy with a human face". Cornerstones of the business are co-operation, Finnishness, regionality and humanity. The company's management, staff and supervisors are familiar and easily accessible, which further enhances the ‘human face' of the business.
Operational efficiency of the business is nevertheless equally important to the market economy with a human face. In practice, this means a low level of prices combined with good quality and the ability to pay Bonus to co-op members. Success of the business means benefits to be shared by all.