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.
Cheesecake Factory is an American casual dining restaurant chain offering extensive menus and signature cheesecakes in multiple locations.
Headquartered in:
United States
Year founded:
1978
Public
Established
10,001+
employees
5
- No items found.
BetterUp is a software company providing digital coaching and mental health platform to enterprise clients for employee development.
Headquartered in:
United States
Year founded:
2013
Private
Scale-up
501–1,000
employees
5
- No items found.
American Red Cross delivers disaster relief, blood services, and emergency assistance in United States.
Headquartered in:
United States
Year founded:
1881
Nonprofit / Charity
Established
10,001+
employees
5
Charities
Asana helps teams organize, track, and collaborate on projects and tasks through its cloud-based work management platform.
Headquartered in:
United States
Year founded:
2008
Public
Scale-up
1,001–5,000
employees
5
- No items found.
ASOS is an online fashion and cosmetics retailer serving young adults globally.
Headquartered in:
United Kingdom
Year founded:
2000
Public
Established
1,001–5,000
employees
5
- No items found.
Allstate is an American insurance company offering auto, home, life, and other personal insurance products and services.
Headquartered in:
United States
Year founded:
1931
Public
Enterprise
10,001+
employees
5
S&P 500
American Airlines is a major American airline providing passenger and cargo air transportation services domestically and internationally.
Headquartered in:
United States
Year founded:
1926
Public
Enterprise
10,001+
employees
5
- No items found.
Alzheimer's Association provides Alzheimer's disease care support research and education services.
Headquartered in:
United States
Year founded:
1980
Nonprofit / Charity
Established
501–1,000
employees
5
- No items found.
Cadence provides electronic design automation software for semiconductor and electronics design.
Headquartered in:
United States
Year founded:
1988
Public
Enterprise
10,001+
employees
3
S&P 500
Chubb is a property and casualty insurance company providing commercial and personal insurance.
Headquartered in:
Switzerland
Year founded:
1985
Public
Enterprise
10,001+
employees
3
S&P 500
Duke Energy is an electric utility providing power generation and distribution in the Southeast and Midwest.
Headquartered in:
United States
Year founded:
1904
Public
Enterprise
10,001+
employees
4
S&P 500
Blackstone is an asset management company specializing in private equity, real estate, and hedge funds.
Headquartered in:
United States
Year founded:
1985
Public
Enterprise
10,001+
employees
3
S&P 500
Boston Scientific is a medical devices manufacturer producing cardiac, endoscopy, and surgical instruments.
Headquartered in:
United States
Year founded:
1979
Public
Enterprise
10,001+
employees
3
S&P 500
Morgan Stanley provides investment banking, wealth management, equity and fixed income trading, and asset management.
Headquartered in:
United States
Year founded:
1935
Public
Enterprise
10,001+
employees
3
S&P 500
Gilead Sciences is a biopharmaceutical company specializing in HIV, hepatitis, and oncology treatments.
Headquartered in:
United States
Year founded:
1987
Public
Enterprise
10,001+
employees
3
S&P 500
IBM offers enterprise IT services, cloud computing, artificial intelligence, and software solutions.
Headquartered in:
United States
Year founded:
1911
Public
Enterprise
10,001+
employees
3
S&P 500
ServiceNow offers a cloud-based platform for enterprise IT service management and business applications.
Headquartered in:
United States
Year founded:
2002
Public
Enterprise
10,001+
employees
3
S&P 500
GE Vernova provides renewable energy and electrification products and services including wind, solar, and grid solutions.
Headquartered in:
United States
Year founded:
2024
Public
Enterprise
5,001–10,000
employees
3
S&P 500
Procter & Gamble is a consumer goods manufacturer producing household products, personal care, and beauty products.
Headquartered in:
United States
Year founded:
1837
Public
Enterprise
10,001+
employees
3
S&P 500
Coca-Cola manufactures and distributes soft drinks, juices, water, and other non-alcoholic beverages.
Headquartered in:
United States
Year founded:
1886
Public
Enterprise
10,001+
employees
3
S&P 500
Abbott Laboratories is a diversified healthcare company producing diagnostics, medical devices, and pharmaceuticals.
Headquartered in:
United States
Year founded:
1888
Public
Enterprise
10,001+
employees
3
S&P 500
Accenture is a professional services firm providing consulting, technology, and outsourcing services.
Headquartered in:
Ireland
Year founded:
1989
Public
Enterprise
10,001+
employees
3
S&P 500
Salesforce provides cloud-based customer relationship management (CRM) and enterprise software solutions.
Headquartered in:
United States
Year founded:
1999
Public
Enterprise
10,001+
employees
3
S&P 500
NextEra Energy is a utility company providing electric power generation and distribution from renewable and nuclear sources.
Headquartered in:
United States
Year founded:
1984
Public
Enterprise
10,001+
employees
3
S&P 500
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.


