Brand Cards
Meet the brand card. In its default view you'll see the mission statement, the company's sector, and two small but important elements: Mission Themes and a Verification Checkmark.

Mission Themes
Themes are plain-language tags that describe the intent behind a mission, like Inspiration, Innovation or both.
Each mission carries up to three, chosen from our schema of 33 themes.

Verification Checkmarks
Two Checks = Official. Explicitly labeled as a company's mission statement.
One Check = Attributed. A credible equivalent, such as a primary goal or CEO quote.
No Check = Unverified. Not yet fully verified.

Brand Cards — Expanded
Click any card to expand it and view a description, HQ country, founding year, company size, and a link to the profile page.
Profile pages also contain a link to the company's website.

Filters & Collections
Filter by sector, ownership type, stage or employee count. Use Themes to find missions that share a common intent across sectors.
Explore our trending and noteworthy collections to be inspired.

Mission statements behind the world's boldest brands
A curated database. Browse by sector, stage and mission intent.
Universal Health Services is a hospital company operating acute care behavioral health facilities and clinics.
Headquartered in:
United States
Year founded:
1979
Public
Established
10,001+
employees
5
S&P 500
The North Face designs and manufactures outdoor apparel and equipment for exploration activities.
Headquartered in:
United States
Year founded:
1966
Public
Established
1,001–5,000
employees
5
- No items found.
The New York Times is a newspaper publisher providing news editorial and digital media content.
Headquartered in:
United States
Year founded:
1851
Public
Established
10,001+
employees
5
- No items found.
The Nature Conservancy protects lands waters and wildlife habitats as a global environmental nonprofit.
Headquartered in:
United States
Year founded:
1951
Nonprofit / Charity
Established
5,001–10,000
employees
5
Charities
UNICEF provides humanitarian aid and development assistance to children as a United Nations agency.
Headquartered in:
United States
Year founded:
1946
Nonprofit / Charity
Established
10,001+
employees
5
Charities
Tumblr enables user-generated multimedia content sharing through its microblogging and social media platform.
Headquartered in:
United States
Year founded:
2007
Private
Scale-up
501–1,000
employees
5
- No items found.
Target offers apparel groceries and household items as a general merchandise retail chain.
Headquartered in:
United States
Year founded:
1962
Public
Established
10,001+
employees
5
S&P 500
TED is an international nonprofit organization hosting conferences and sharing ideas worth spreading.
Headquartered in:
United States
Year founded:
1984
Nonprofit / Charity
Established
51–200
employees
5
- No items found.
World Wildlife Fund protects endangered species and natural habitats as an international conservation nonprofit.
Headquartered in:
Switzerland
Year founded:
1961
Nonprofit / Charity
Established
501–1,000
employees
5
Charities
Stanford University offers undergraduate and graduate education as a private research university and educational institution in Palo Alto California.
Headquartered in:
United States
Year founded:
1885
Nonprofit / Charity
Established
5,001–10,000
employees
5
- No items found.
Shell explores, produces, and markets hydrocarbons and renewable energy products as a multinational oil and gas company.
Headquartered in:
Netherlands
Year founded:
1907
Public
Enterprise
10,001+
employees
5
- No items found.
Starbucks is a multinational coffee company and coffeehouse chain with global retail presence.
Headquartered in:
United States
Year founded:
1971
Public
Enterprise
10,001+
employees
5
S&P 500
Slack provides real-time messaging file sharing and team communication tools through its workplace collaboration platform.
Headquartered in:
United States
Year founded:
2013
Public
Scale-up
501–1,000
employees
5
- No items found.
Southwest Airlines is a low-cost airline providing domestic air transportation across United States using Boeing aircraft.
Headquartered in:
United States
Year founded:
1967
Public
Enterprise
10,001+
employees
5
- No items found.
Smithsonian is a complex of museums research centers and library preserving heritage and advancing knowledge in various disciplines.
Headquartered in:
United States
Year founded:
1846
Nonprofit / Charity
Established
5,001–10,000
employees
5
- No items found.
Save the Children is an international nonprofit organization improving lives of children through education health and protection programs.
Headquartered in:
United Kingdom
Year founded:
1919
Nonprofit / Charity
Established
1,001–5,000
employees
5
- No items found.
State Farm provides auto home life and related insurance services as a mutual insurance company.
Headquartered in:
United States
Year founded:
1922
Private
Established
10,001+
employees
5
- No items found.
Snap enables users to share photos videos and messages that disappear after viewing through its social media platform.
Headquartered in:
United States
Year founded:
2011
Public
Scale-up
501–1,000
employees
5
- No items found.
SpaceX designs and manufactures rockets and spacecraft for commercial space transportation.
Headquartered in:
United States
Year founded:
2002
Private
Scale-up
5,001–10,000
employees
5
Trending
Roche specializes in cancer treatments diagnostics and healthcare solutions as a Swiss multinational pharmaceutical corporation.
Headquartered in:
Switzerland
Year founded:
1896
Public
Enterprise
10,001+
employees
5
Noteworthy
Spotify is a music and audio streaming platform with podcast and podcast content distribution.
Headquartered in:
Sweden
Year founded:
2006
Public
Established
5,001–10,000
employees
5
- No items found.
Shopify is an e-commerce platform providing software and services enabling merchants to operate retail businesses online.
Headquartered in:
Canada
Year founded:
2006
Public
Established
5,001–10,000
employees
5
- No items found.
Sanofi is a French pharmaceutical company developing and manufacturing vaccines medicines and healthcare products globally.
Headquartered in:
France
Year founded:
1973
Public
Enterprise
10,001+
employees
5
- No items found.
IKEA specializes in affordable ready-to-assemble home furnishings and accessories as a multinational furniture retailer.
Headquartered in:
Sweden
Year founded:
1943
Private
Enterprise
10,001+
employees
5
- No items found.
Find the missions that matter
Filter companies by sector and size or narrow your results by the themes contained within the statement.
By sector
Technology, finance, retail, manufacturing, and more. See how brands in different sectors frame their missions.
By company size
Startups move differently than enterprises. Compare how scale shapes what companies claim to stand for.
By themes
Sustainability, innovation, empowerment, wellbeing. Find the statements that align with what you care about.
By country (soon)
Companies speak differently across regions. See how location and culture shape the statements that matter.
Word for Word
Writings on the organisations, missions, and ideas that matter.


