17 best mission statement examples
Now that you have an idea of what makes well-crafted mission statements, let’s look at examples of retailers with high-quality mission statements.
1. Yeti
Mission statement: Build the cooler we’d use every day if it existed.
Yeti’s mission statement is effective because it focuses on its landmark product—premier coolers—and highlights the value it brings to customers. This statement tells customers the product is going to solve their problems, because the founders state how they were frustrated by unreliable coolers and outdoor accessories.
2. Passionfruit
Mission statement: To create inclusive clothing and accessories that enable you to show your pride all year round while giving back to our community.
Passionfruit’s mission recognizes a truth for the LGBTQ+ community and allies alike. This statement is useful because it promotes the idea that pride is not a one-day event but an everyday expression of oneself.
Passionfruit’s statement focuses on allowing people to express themselves through clothing and apparel. It reminds customers the brand is aligned with LGBTQ+ values and promises to support the community by giving back.
3. Old Guys Rule
Mission statement: To embrace a new breed of guys who have incredible energy, a passion for life, wisdom gained from years of experience and the time to spend doing the activities they enjoy. Old Guys Rule should be worn as a badge of honor for a life well spent but not nearly over.
Old Guys Rule’s mission statement stands out because it focuses on its target audience. The brand embraces its customers’ strengths of wisdom and experience, with the goal of being a most-loved apparel brand. It makes you feel proud of your age and accomplishments, rather than feeling bad about “getting old.”
What’s more, many elements in this mission statement are empowering. So when Old Guys Rule says it should be worn as “a badge of honor,” customers feel excited to wear its clothes and be proud of who they are.
4. Ride Rich
Mission statement: To breathe new life into the motorcycle streetwear scene. We are a brand that acknowledges those individual riders who ride for freedom, not for ego.
In Ride Rich’s mission statement, the brand challenges the status quo for motorcycle riders. This statement captures a specific rider: the “individuals who ride for freedom.” It’s a great mission statement because it describes how it goes about its business. If you want creative streetwear based on art, music, and experiences that everyday riders encounter, Ride Rich is your brand.
Another thing to love about this statement is the exclusive language. Ride Rich uses relatable terms such as “two-wheel therapy” and “keep it 100” to connect with its target market. It also discusses different riding styles to not alienate certain groups. Ride Rich wraps up with a positive note that’s punchy and inspiring for potential customers.
5. The Spoiled Mama
Mission statement: The Spoiled Mama knows great skin never goes out of style. That’s why we’ve combined Mother Nature with science to give new moms (and their little humans) the best skin care available. Our collection addresses the most common needs of pregnant, postpartum, and breastfeeding mothers, so you can enjoy being a Mama … without all the drama.
This mission statement from The Spoiled Mama has one clear goal: give new moms and their kids the best skin care around. Its statement ties in with the brand’s philosophy of finding sisterhood in motherhood and helping mothers take care of themselves and their babies.
In many ways, The Spoiled Mama’s mission statement builds community. Whether you’re newly pregnant or breastfeeding, you know The Spoiled Mama is a place you can turn to for skin care, strength, and support.
6. Tesla
Mission statement: To accelerate the world’s transition to renewable energy.
Tesla’s mission statement is significant because it speaks to the brand’s commitment to the environment and changing the automobile industry. It also makes customers feel like allies in this endeavor.
Tesla uses inspirational language in both its mission and vision statements. By focusing on sustainability, the brand resonates with customers and employees who genuinely care about the environment. It also gives them a platform to expand into other solutions, like energy storage and solar.
7. Nike
Mission statement: Bring inspiration and innovation to every athlete* in the world. (*If you have a body, you are an athlete.)
Nike’s mission statement is a classic. It’s effective because it puts the company’s priorities out in the open. The asterisk next to “athlete” leads to a footnote stating, “If you have a body, you are an athlete.” This shows customers that anyone can use Nike’s products.
The idea of being able to become an athlete, no matter who you are, underlines the brand’s commitment to offering a huge selection of sportswear products. It stands out because people need the motivation to achieve their goals, and Nike reaffirms its dedication to helping them improve.
8. Starbucks
Mission statement: To inspire and nurture the human spirit—one person, one cup, and one neighborhood at a time.
This mission statement is short, sweet, and to the point. It doesn’t use big words or sentences to express its goals. It communicates exactly what Starbucks wants to be and for whom. The statement makes it about more than just coffee—it’s about creating a culture of warmth and inclusivity, where everyone feels welcomed and at home.
Free Worksheet: Brand Storytelling
Use this handy exercise as a guide to help you craft a compelling brand story and build a loyal audience through the power of storytelling.
9. TED
Mission statement: Spread ideas.
TED is a nonprofit organization devoted to spreading ideas in the form of short, powerful talks known as TED Talks. Its mission statement is concise but represents the brand’s larger goal to welcome “people from every discipline and culture who seek a deeper understanding of the world.” TED is building a free library of knowledge both online and in-person, composed of the world’s greatest thinkers, to inspire people to engage and share ideas with each other.
10. LinkedIn
Mission statement: To connect the world’s professionals to make them more productive and successful.
LinkedIn is a social media site centered around connecting professionals. Its goal is to make it easier for professionals to network and refer each other, so everyone can be more successful.
This mission statement is perfect for the brand. It’s brief, clear, and uses active words. It also expresses its deep commitment to professionals using the platform. The company’s goals are to help people create and maintain relationships that will help them grow in their careers.
11. Microsoft
Mission statement: Empower every person and organization on the planet to achieve more.
Microsoft’s mission statement is inclusive and shows its focus is on helping all people. The company expresses its values by taking the well-being of Its employees seriously. It does this by giving all employees free health care and other lifestyle and well-being benefits. It also has company initiatives promoting innovation, diversity, and corporate responsibility.
This mission statement shows Microsoft is more than just a software company. It’s a member of society that wishes to help others better themselves and, through that, better the world.
12. Amazon
Mission statement: Amazon is guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking. Amazon strives to be Earth’s most customer-centric company, Earth’s best employer, and Earth’s safest place to work.
On its Who We Are page, Amazon makes it clear that it’s all about its customers. In its effort to bring the best to its customers at the lowest price, it formed partnerships with companies around the world. This is what’s given it that competitive advantage that’s made it the global powerhouse it is today.
13. Nordstrom
Mission statement: To continue our dedication to providing a unique range of products, exceptional customer service, and great experiences.
Nordstrom’s aim is to only offer its customers the best—the best products, the best service, the best experience possible. Its mission statement perfectly describes its company spirit of going above and beyond. It also states how Nordstrom is not just a simple retailer like Walmart. It is and always has been a high-end business that prides itself on offering its customers the exceptional.
14. Patagonia
Mission statement: To save our home planet.
Patagonia specializes in creating clothing and gear for outdoor enthusiasts. Its mission statement is as simple as you can get. Five words and one sentiment—save our planet. And it makes sense why this would be important for it: Its entire company is built around encouraging people to explore the outdoors, and people can’t do that if our planet dies.
Patagonia actually used to have the mission statement “To build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.” Then, in late 2019, the brand chose a new mission statement focusing on more than just sustainability, and instead aiming to actively save our planet. It even shut down all its stores and offices in September of that same year so its employees could strike alongside youth climate activists.
15. Southwest Airlines
Mission statement: Dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit.
Southwest is an airline that has always focused on creating a fun, friendly, inclusive atmosphere for its customers and employees. When it first launched, it created a love-themed marketing campaign. Its emblem is a heart, and its ticker symbol on the stock market is LUV.
Southwest’s mission statement perfectly captures the company spirit of care. Regional director James Ashworth said it best: “We believe if we take good care of our employees, they will take good care of our customers. And that commitment drives our culture.”
16. Magic Spoon
Mission statement: To transform the cereal industry by building a new category of nutritious and flavorful cereal.
Magic Spoon is a company bringing back all those nostalgic cereal flavors of your childhood, only healthier. Its cereals are low carb, high protein, and practically sugarless.
Magic Spoon’s clear mission statement shows it’s looking to the future. More than offering a simple product, its aim is to revolutionize the cereal industry. It wants to marry health with childhood joy—and from its mission statement to its packaging, the company’s goal is clear.
17. Pupnaps
Mission statement: To help your beloved fur-babies have the greatest sleep possible.
Pupnaps is an Australian company that creates products designed to help comfort pets who suffer from anxiety. It specializes in a scientifically designed pet bed proven to have a calming effect for anxious pups.
Its mission statement shows they care about your dog. On its website, it includes information on dog anxiety and how it affects your pup’s health. And it even offers a quiz to help you pick out the best bed for your dog.
