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.
LinkedIn is a professional networking platform connecting over one billion users for career development and business opportunities.
Headquartered in:
United States
Year founded:
2003
Public
Enterprise
10,001+
employees
5
- No items found.
Publix is an employee-owned supermarket chain providing grocery and food products across southeastern United States.
Headquartered in:
United States
Year founded:
1930
Private
Enterprise
10,001+
employees
5
- No items found.
Nintendo is a Japanese video game and entertainment company designing developing and publishing gaming hardware and software.
Headquartered in:
Japan
Year founded:
1889
Public
Enterprise
5,001–10,000
employees
5
- No items found.
Harley-Davidson is a motorcycle manufacturer producing iconic heavyweight cruiser bikes.
Headquartered in:
United States
Year founded:
1903
Public
Established
5,001–10,000
employees
5
- No items found.
LEGO produces plastic construction bricks and building sets for children and adults worldwide.
Headquartered in:
Denmark
Year founded:
1932
Private
Enterprise
10,001+
employees
5
- No items found.
Novartis develops and manufactures medicines and diagnostic products globally as a multinational pharmaceutical corporation.
Headquartered in:
Switzerland
Year founded:
1996
Public
Enterprise
10,001+
employees
5
- No items found.
Pixar creates computer-animated feature films known for storytelling innovation and commercial success.
Headquartered in:
United States
Year founded:
1986
Public
Enterprise
1,001–5,000
employees
5
- No items found.
JetBlue is a low-cost airline providing passenger air transportation to over 100 destinations across North America and Europe.
Headquartered in:
United States
Year founded:
1998
Public
Established
5,001–10,000
employees
5
- No items found.
NPR is a noncommercial public radio network producing and distributing news and cultural programming nationally.
Headquartered in:
United States
Year founded:
1970
Nonprofit / Charity
Established
501–1,000
employees
5
- No items found.
General Electric (GE) is an American multinational conglomerate manufacturing industrial equipment, power systems, and consumer appliances.
Headquartered in:
United States
Year founded:
1892
Public
Enterprise
10,001+
employees
5
S&P 500
Chipotle is an American fast-casual restaurant chain specializing in customizable burritos and bowls.
Headquartered in:
United States
Year founded:
1993
Public
Established
10,001+
employees
5
S&P 500
Coursera offers courses, certificates, specializations, and degrees from universities and companies through its online education platform.
Headquartered in:
United States
Year founded:
2012
Public
Scale-up
501–1,000
employees
5
B Corps
Ford designs and produces vehicles and automotive technology globally as an American multinational automotive manufacturer.
Headquartered in:
United States
Year founded:
1903
Public
Enterprise
10,001+
employees
5
S&P 500
Environmental Defense Fund uses science and economics to develop solutions for climate change.
Headquartered in:
United States
Year founded:
1967
Nonprofit / Charity
Established
501–1,000
employees
5
- No items found.
Goodwill is a nonprofit organization operating thrift stores and job training programs to support employment and community services.
Headquartered in:
United States
Year founded:
1902
Nonprofit / Charity
Established
10,001+
employees
5
- No items found.
Chick-fil-A specializes in fried chicken sandwiches and chicken-based menu items as an American quick-service restaurant chain.
Headquartered in:
United States
Year founded:
1946
Private
Enterprise
5,001–10,000
employees
5
- No items found.
Go Daddy serves small businesses as a domain registrar and web hosting provider.
Headquartered in:
United States
Year founded:
1997
Public
Established
5,001–10,000
employees
5
S&P 500
Etsy is an online marketplace platform enabling individual artisans and small businesses to sell handmade and vintage products.
Headquartered in:
United States
Year founded:
2005
Public
Established
1,001–5,000
employees
5
- No items found.
Amnesty International is a global nonprofit organization advocating for human rights protection and justice through advocacy and campaigns.
Headquartered in:
United Kingdom
Year founded:
1961
Nonprofit / Charity
Established
1,001–5,000
employees
5
Charities
ASPCA provides animal rescue services and advocacy for animal protection as an American nonprofit animal welfare organization.
Headquartered in:
United States
Year founded:
1866
Nonprofit / Charity
Established
501–1,000
employees
5
- No items found.
Bristol-Myers Squibb researches and manufactures prescription medicines for serious diseases as a multinational biopharmaceutical company.
Headquartered in:
United States
Year founded:
1858
Public
Enterprise
10,001+
employees
5
S&P 500
BBC produces and distributes television, radio, and digital news and entertainment programming as a British public broadcasting corporation.
Headquartered in:
United Kingdom
Year founded:
1922
Public
Established
10,001+
employees
5
- No items found.
American Heart Association is a nonprofit health organization funding cardiovascular disease research and providing heart health education and prevention.
Headquartered in:
United States
Year founded:
1924
Nonprofit / Charity
Established
1,001–5,000
employees
5
- No items found.
Aveda is a manufacturer and distributor of plant-derived hair, skin, and body care products and professional beauty services.
Headquartered in:
United States
Year founded:
1978
Private
Established
1,001–5,000
employees
5
B Corps
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.
