Konosuke did not show particular interest in any specific religion or sect, but he kept an open mind toward all ideas and suggestions.
In March, 1932, Konosuke was invited by a friend to spend a day at a popular Shinto shrine. During his visit, he began to consider the similarities between religion and business management, saying, "Human beings need both material and spiritual prosperity. Religion guides people out of suffering toward happiness and peace of mind. And business, too, can contribute by providing physical necessities required for happiness. This should be its primary mission."
As a result of his experience, Konosuke assembled his employees on May 5, 1932 to make an announcement that was to guide the company for decades to come. He said, "The mission of a manufacturer is to overcome poverty by producing an abundant supply of goods. Even though water can be considered a product, no one objects if a passerby drinks from a roadside tap. That is because the supply of water is plentiful and its price is low. Our mission as a manufacturer is to create material abundance by providing goods as plentifully and inexpensively as tap water. This is how we can banish poverty, bring happiness to people's lives, and make this world a better place."