1. REI
“To inspire, educate and outfit for a lifetime of outdoor adventure and stewardship.”
Recreational Equipment Incorporated (REI) is known for not only its high-quality outdoor products, but also for being a steward of the environment. The customer-centric co-op sums up its values and addresses its target audience, while also sharing what it sells.
2. American Express
“To become essential to our customers by providing differentiated products and services to help them achieve their aspirations.”
With a wide range of potential and current customers, American Express manages to help everyone feel included in its mission statement. It is offering products and services for all, no matter what your income level, elite status or dreams may be.
3. Etsy
“To keep human connection at the heart of commerce.”
Etsy is all about less automation and more personalization. The global marketplace for creative products seeks to offer unique items and services that buyers can’t find anywhere else. Via its mission statement, the company is speaking directly to consumers who are seeking a personal experience.
4. audiochuck
“Creating top-of-the-line content that drives advocacy and change.”
With thousands of podcasts to choose from, having a mission that goes above and beyond profit is a smart way to differentiate yourself. The audiochuck brand shares that it is not only offering high-quality content, but that it also seeks to make a difference in the world.
5. Life is Good
“To spread the power of optimism.”
With its signature logo splashed all over shirts and hats, Life is Good wants its goals to be heard loud and clear. The quick phrase is all about spreading positivity, as evidenced not only through its mission statement, but also by the fun phrases and graphics that accompany its products.
6. LEGO
“To inspire and develop the builders of tomorrow.”
With such a simple concept—small bricks that join together to form creations—LEGO wants its customers to know that it understands what they are hoping for. Building is for everyone and it is going to keep offering products that provoke imagination for builders of all ages.
7. Dunkin’ Donuts
“We strive to keep you at your best, and we remain loyal to you, your tastes and your time. That’s what America runs on.”
Consistency is key, especially when it comes to food and beverages. Dunkin’ makes it clear that it knows how people want their products to taste, how fast they need a coffee and that you can count on it to deliver on both counts.
8. Norwegian Cruise Line
“Provide exceptional vacation experiences, delivered by passionate team members committed to world-class hospitality and innovation.”
When investing in travel, consumers love knowing they will receive heightened service and extraordinary adventures. Norwegian’s mission statement assures travelers that they will get more than their money’s worth on an NCL cruise, and that it will be an experience like no other.
9. No Kid Hungry
“We believe that every child in the United States needs—and deserves—healthy food in order to grow and thrive.”
No Kid Hungry is straight and to the point, and that is exactly why its mission statement works so well. “They believe that every child deserves access to healthy food? I do too!” Speaking directly to people’s beliefs makes them all the more likely to click on the donation button.
10. TED
“Spread ideas, foster community and create impact.”
TED smartly integrates several keywords that instantly draw people in and motivate them to learn more about the company. It is directing its statement towards people who are curious to discover, hope to connect with other like-minded individuals and activate change.
11. The Hartford
“Underwriting human achievement.”
With an excellent play on words, the property and casualty insurance group establishes what it does, both literally and figuratively. The Hartford wants its customers to achieve greatness, and it is here to support them through both services and loyalty.
12. Warby Parker
“To offer designer eyewear at a revolutionary price while leading the way for socially conscious businesses.”
Want cool glasses at a great price? Also want to support a business that is socially conscious? Warby Parker checks both boxes with a mission statement that sums up its desire to be a profitable business that offers customers quality products while simultaneously seeking to do good.
13. IKEA
“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.”
IKEA’s mission statement doesn’t bother with lofty goals or veiled innuendos. It offers completely honest, transparent verbiage that outlines exactly what it does and whom it does it for.
14. Honda
“Maintaining a global viewpoint, we are dedicated to supplying products of the highest quality,
yet at a reasonable price for worldwide customer satisfaction.”
Honda makes it crystal clear that it is a global company, offering products for everyone, no matter where they live. It also wants you to know that it understands that high quality doesn’t always necessarily mean high prices, so you should definitely consider it when looking for your next vehicle.
15. LG Electronics
“We wish to maintain our hard-earned reputation for bringing added value to the lives of consumers.”
LG wants customers to know two things right away: it has a solid reputation and its products add value to your life. Sharing a mission statement that manages to brag a little while offering peace of mind at the same time is a wise strategy to help the company stand out.
