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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.

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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.

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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.

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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.

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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.

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Mission statements behind the world's boldest brands

A curated database. Browse by sector, stage and mission intent.

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Universal Health Services logo
Universal Health Services logo
Universal Health Services
Healthcare

To provide superior quality healthcare services that patients recommend to family and friends, physicians prefer for their patients, purchasers select for their clients, employees are proud of, and investors seek for long-term returns.

Quality
Quality
Health
Health

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

View Profile
The North Face logo
The North Face logo
The North Face
Consumer Products

Provide the best gear for our athletes and the modern day explorer, support the preservation of the outdoors, and inspire a global movement of exploration.

Excellence
Excellence
Environmental Stewardship
Environmental Stewardship
Inspiration
Inspiration

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

View Profile
The New York Times logo
The New York Times logo
The New York Times
Media & Entertainment

We seek the truth and help people understand the world.

Knowledge & Information
Knowledge & Information
Purpose & Meaning
Purpose & Meaning

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

View Profile
The Nature Conservancy logo
The Nature Conservancy logo
The Nature Conservancy
Social Impact & Development

To conserve the lands and waters on which all life depends.

Environmental Stewardship
Environmental Stewardship
Sustainability
Sustainability

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

View Profile
UNICEF logo
UNICEF logo
UNICEF
Social Impact & Development

To advocate for the protection of children's rights, to help meet their basic needs, and to expand their opportunities to reach their full potential.

Social Justice & Equity
Social Justice & Equity
Empowerment
Empowerment

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

View Profile
Tumblr logo
Tumblr logo
Tumblr
Technology & Software

To empower creators to make their best work and get it in front of the audience they deserve.

Empowerment
Empowerment
Connection
Connection

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

View Profile
Target logo
Target logo
Target
Retail & Ecommerce

To help all families discover the joy of everyday life.

Experience & Enjoyment
Experience & Enjoyment
Inclusion
Inclusion

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

View Profile
TED logo
TED logo
TED
Education

Discover and spread ideas that spark conversation, deepen understanding, and drive meaningful change.

Knowledge & Information
Knowledge & Information
Transformation
Transformation

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

View Profile
World Wildlife Fund logo
World Wildlife Fund logo
World Wildlife Fund
Social Impact & Development

To conserve nature and reduce the most pressing threats to the diversity of life on Earth.

Environmental Stewardship
Environmental Stewardship
Purpose & Meaning
Purpose & Meaning

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

View Profile
Stanford University logo
Stanford University logo
Stanford University
Education

To promote the public welfare by exercising an influence in behalf of humanity and civilization.

Purpose & Meaning
Purpose & Meaning
Knowledge & Information
Knowledge & Information

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

View Profile
Shell logo
Shell logo
Shell
Energy & Utilities

To power progress together with more and cleaner energy solutions.

Empowerment
Empowerment
Collaboration
Collaboration

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

View Profile
Starbucks logo
Starbucks logo
Starbucks
Food & Beverage

To be the premier purveyor of the finest coffee in the world, inspiring and nurturing the human spirit — one person, one cup and one neighborhood at a time.

Excellence
Excellence
Purpose & Meaning
Purpose & Meaning

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

View Profile
Slack logo
Slack logo
Slack
Technology & Software

To make people’s working lives simpler, more pleasant and more productive.

Simplicity
Simplicity
Wellbeing
Wellbeing

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

View Profile
Southwest Airlines logo
Southwest Airlines logo
Southwest Airlines
Transport, Mobility & Logistics

To connect People to what's important in their lives through friendly, reliable, and low-cost air travel.

Connection
Connection
Affordability
Affordability

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

View Profile
Smithsonian logo
Smithsonian logo
Smithsonian
Education

The increase and diffusion of knowledge.

Knowledge & Information
Knowledge & Information

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

View Profile
Save the Children logo
Save the Children logo
Save the Children
Social Impact & Development

To inspire breakthroughs in the way the world treats children and achieve immediate and lasting change in their lives.

Transformation
Transformation
Purpose & Meaning
Purpose & Meaning

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

View Profile
State Farm logo
State Farm logo
State Farm
Finance

To help people manage the risks of everyday life, recover from the unexpected, and realize their dreams.

Safety
Safety
Empowerment
Empowerment

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

View Profile
Snap logo
Snap logo
Snap
Technology & Software

To empower people to express themselves, live in the moment, learn about the world, and have fun together.

Empowerment
Empowerment
Experience & Enjoyment
Experience & Enjoyment

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

View Profile
SpaceX logo
SpaceX logo
SpaceX
Technology & Software

To revolutionize space technology, with the ultimate goal of enabling people to live on other planets.

Transformation
Transformation
Innovation
Innovation

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

View Profile
Roche logo
Roche logo
Roche
Healthcare

Doing now what patients need next.

Health
Health
Customer Focus
Customer Focus

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

View Profile
Spotify logo
Spotify logo
Spotify
Media & Entertainment

To unlock the potential of human creativity by giving a million creators the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by it.

Empowerment
Empowerment
Experience & Enjoyment
Experience & Enjoyment

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

View Profile
Shopify logo
Shopify logo
Shopify
Technology & Software

Make Commerce Better For Everyone.

Transformation
Transformation
Inclusion
Inclusion

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

View Profile
Sanofi logo
Sanofi logo
Sanofi
Healthcare

We chase the miracles of science every single day, pursuing progress to make a real impact on millions of patients around the world.

Innovation
Innovation
Health
Health

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

View Profile
IKEA logo
IKEA logo
IKEA
Retail & Ecommerce

To offer a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.

Affordability
Affordability
Accessibility
Accessibility

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

View Profile
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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.