50+ Mission Statement Examples from Businesses That Get It Right

You know that having a mission statement is absolutely critical to your business. It's your rallying cry. It's the first step of your Foundational Content checklist. And it's essential if you want to scale your brand.

Mission statements need six elements to be effective. They should:

  • Be short and easy to repeat
  • Focus on a specific problem
  • Use in Plain Language
  • Put a stake in the ground by avoiding words like "help"
  • Set a big goal
  • Start with an action verb

That's a lot to ask from a little sentence, so we've compiled a list of companies that get it right. Not every mission statement listed here meets all six critera, but they come darn close. These are excellent examples for you to use as you write a mission statement for your business.

  1. "We strive to be the global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle!" -Adidas 

  2. "We seek to be Earth's most customer-centric company for four primary customer sets: consumers, sellers, enterprises, and content creators." -Amazon

  3. "To inspire and connect with women to put their best selves forward every day." -Ann Taylor

  4. "To connect people with their world, everywhere they live and work, and do it better than anyone else." -AT&T

  5. "To care for the world we live in, from the products we make to the ways in which we give back to society." -Aveda

  6. "The world’s leading provider of premium products and premium services for individual mobility." -BMW

  7. "To make people's lives better everyday - naturally." -Burt's Bees

  8. "To champion every client's goals with passion and integrity." -Charles Schwab

  9. "To be the leading brand of quality lifestyle accessories offering classic, modern American styling." -Coach

  10. "To refresh the world; to inspire moments of optimism and happiness; to create value and make a difference." -Coca-Cola

  11. "To be the preferred provider of targeted financial service in our communities based on strong customer relationships." -Commerce Bank

  12. "To help you savor the good life." -Cuisinart

  13. "To satisfy curiosity and make a difference in people's lives by providing the highest quality content, services and products that entertain, engage and enlighten." -Discovery Media

  14. "To passionately create innovation for our stakeholders at the intersection of chemistry, biology and physics." -Dow Chemical

  15. "To give people the power to share and make the world more open and connected." -Facebook

  16. "Turning moments into memories for our guests." -Fairmont Hotels & Resorts

  17. "To be the world's favorite for American Style." -Gap, Inc.

  18. "To organize the world's information and make it universally accessible and useful." -Google

  19. "Makes the world a more caring place by helping people laugh, love, heal, say thanks, reach out and make meaningful connections with others." -Hallmark

  20. "To be the preeminent global hospitality company - the first choice of guests, team members, and owners alike." -Hilton Worldwide

  21. "To create and promote great-tasting, truly healthy, organic beverages." -Honest Tea 

  22. "We enable businesses to thrive and economies to prosper, helping people fulfill their hopes and dreams and realize their ambitions." -HSBC Bank

  23. "To make the world inbound. We want to transform how organizations do marketing." -HubSpot

  24. "To create a better everyday for all people impacted by our business." -IKEA

  25. "To provide superior service in every aspect of our customer's air travel experience." -Jet Blue Airways

  26. "To enrich and delight the world through foods and brands that matter." -Kellogg Company

  27. "Providing people with essentials for a better life by adding convenience to daily routines with some of the world's most recognized products." -Kimberly-Clark

  28. "To help customers improve and maintain their biggest asset- their home." -Lowe's

  29. "Making the whole planet feel better. One bottle at a time." -Naked Juice

  30. "To bring inspiration and innovation to every athlete in the world." -Nike

  31. "Committed to providing our customers with the best possible service—and to improving it every day." -Nordstrom

  32. "Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis." -Patagonia

  33. "Provide branded products and services of superior quality and value that improve the lives of the world's consumers, now and for generations to come." -Proctor & Gamble

  34. "Helping pets live longer, happier and healthier lives through proper nutrition and care." -Purina

  35. "We make invention accessible." -Quirky

  36. "Delivers proven solutions that drive innovation and improve performance." -SAS

  37. "To inspire a consumer revolution that nurtures the health of the next seven generations." -Seventh Generation

  38. "Dedication to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit." -Southwest Airlines

  39. "To inspire and nurture the human spirit - one person, one cup and one neighborhood at a time." -Starbucks

  40. "Spread Ideas." -TED

  41. "To enhance society by creating, collecting and distributing high-quality news and information." -The New York Times

  42. "We're in the business to help improve lives. With every product you purchase, TOMS will help a person in need. One for one." -TOMS Shoes

  43. "To attract and attain customers with high-valued products and services and the most satisfying ownership experience in America." -Toyota Motor Sales U.S.A.

  44. "To be the World’s Greatest Kids’ Brand." -Toys "R" Us

  45. "To give everyone the power to create and share ideas and information instantly, without barriers." -Twitter

  46. "To facilitate the financial security of its members, associates, and their families through provision of a full range of highly competitive financial products and services." -USAA

  47. "To embrace the human spirit and let it fly." -Virgin Atlantic

  48. "Helps people around the world save money and live better -- anytime and anywhere -- in retail stores, online and through their mobile devices." -Walmart

  49. "Makes the world's daily habits inspiring and entertaining." -Yahoo

  50. *"To rid the world of corporate babble, one concise sentence at a time." -YourBrandVox.com

  51. "To provide the best customer service possible." -Zappos

Tell us, what do you like about these mission statements? Are there businesses that should be on here? Let us know in the comments.

P.S. A big shout out to Becky for doing the research!