Sample Mission Statements

sample-mission-statements

Sample Mission Statements

Introduction 

These sample mission statements will help you to identify what mission statements you find easier to understand, clearer, and more compelling. 

What mission statements do you think communicate best the purpose of their organization? 

Use these mission statements as inspiration to write your own.

BUT be extremely careful—an effective mission statement is not a beautiful sentence / paragraph.

You must take a look at this article to find out about what REALLY is the mission of your team and your organization.

Enjoy! 

In alphabetical order ... 

Number” companies' mission statement

3M

3M's commitment is to actively contribute to sustainable development through environmental protection, social responsibility and economic progress. To us, that means meeting the needs of society today, while respecting the ability of future generations to meet their needs.

A” companies' mission statements

Abdul Latif Jameel Poverty Action Lab (J-PAL)

To reduce poverty by ensuring that policy is based on scientific evidence.

Aquaya

To get clean water to poor people.

Anheuser-Busch

Be the world's beer company.
Enrich and entertain a global audience.
Deliver superior returns to our shareholders.

Avaya

Provide the world's best communications solutions that enable businesses to excel.

Avon

The Global Beauty Leader: We will build a unique portfolio of Beauty and related brands, striving to surpass our competitors in quality, innovation and value, and elevating our image to become the Beauty company most women turn to worldwide.

The Women's Choice for Buying: We will become the destination store for women, offering the convenience of multiple brands and channels, and providing a personal high touch shopping experience that helps create lifelong customer relationships.

The Premier Direct Seller: We will expand our presence in direct selling and lead the reinvention of the channel, offering an entrepreneurial opportunity that delivers superior earnings, recognition, service and support, making it easy and rewarding to be affiliated with Avon and elevating the image of our industry.

The Best Place to Work: We will be known for our leadership edge, through our passion for high standards, our respect for diversity and our commitment to create exceptional opportunities for professional growth so that associates can fulfill their highest potential.

The Largest Women's Foundation: We will be a committed global champion for the health and well-being of women through philanthropic efforts that eliminate breast cancer from the face of the earth, and that empower women to achieve economic independence.

The Most Admired Company: We will deliver superior returns to our shareholders by tirelessly pursuing new growth opportunities while continually improving our profitability, a socially responsible, ethical company that is watched and emulated as a model of success. 

B” companies' sample mission statements

Barnes & Noble

Our mission is to operate the best specialty retail business in America, regardless of the product we sell. Because the product we sell is books, our aspirations must be consistent with the promise and the ideals of the volumes which line our shelves. To say that our mission exists independent of the product we sell is to demean the importance and the distinction of being booksellers.

As booksellers we are determined to be the very best in our business, regardless of the size, pedigree or inclinations of our competitors. We will continue to bring our industry nuances of style and approaches to bookselling which are consistent with our evolving aspirations.

Above all, we expect to be a credit to the communities we serve, a valuable resource to our customers, and a place where our dedicated booksellers can grow and prosper. Toward this end we will not only listen to our customers and booksellers but embrace the idea that the Company is at their service.

Ben & Jerry's

Product Mission: To make, distribute & sell the finest quality all natural ice cream & euphoric concoctions with a continued commitment to incorporating wholesome, natural ingredients and promoting business practices that respect the Earth and the Environment.

Economic Mission: To operate the Company on a sustainable financial basis of profitable growth, increasing value for our stakeholders & expanding opportunities for development and career growth for our employees.

Social Mission: To operate the company in a way that actively recognizes the central role that business plays in society by initiating innovative ways to improve the quality of life locally, nationally & internationally.

Central To The Mission Of Ben & Jerry’s is the belief that all three parts must thrive equally in a manner that commands deep respect for individuals in and outside the company and supports the communities of which they are a part.

Bimbo

To produce and market food products by developing the value of our brands. We have committed ourselves to be: 

  • Highly productive and people-oriented.
  • Innovative, competitive and dedicated to satisfying our customers and consumers.
  • An international leader in the baking industry, with a long-term vision.

Border's Group

To be the best-loved provider of books, music, movies, and other entertainment and informational products and services. To be the world leader in selection, service, innovation, ambiance, community involvement, and shareholder value. We recognize people to be the cornerstone of the Borders experience by building internal and external relationships, one person at a time.

Bridge International Academies

To provide a quality education to millions of kids in Africa 

C” companies' mission statements

Canadian Natural Resources

To develop people to work together to create value for the Company's shareholders by doing it right with fun and integrity.

Caterpillar

Caterpillar will be the leader in providing the best value in machines, engines and support services for customers dedicated to building the world's infrastructure and developing and transporting its resources. We provide the best value to customers.

Caterpillar people will increase shareholder value by aggressively pursuing growth and profit opportunities that leverage our engineering, manufacturing, distribution, information management and financial services expertise. We grow profitably.

Caterpillar will provide its worldwide workforce with an environment that stimulates diversity, innovation, teamwork, continuous learning and improvement and rewards individual performance. We develop and reward people.

Caterpillar is dedicated to improving the quality of life while sustaining the quality of our earth. We encourage social responsibility.

Charles Schwab

To help everyone be financially fit.

Chevron

Providing energy products and services that are vital to society's quality of life.

Being known as people with superior capabilities and commitment, both as individuals and as an organization.

Thinking and behaving globally, and valuing the positive influence this has on our company.

Being the partner of choice because we best exemplify collaboration.

Delivering world-class performance.

Earning the admiration of all our stakeholders—investors, customers, host governments, local communities and our employees—not only for the goals we achieve but how we achieve them.

Comaco

Wildlife conservation where farming and conservation collide

D” companies' mission statements

Dow Chemical

To constantly improve what is essential to human progress by mastering science and technology.

E” companies' mission statements

Embrace

Healthier people in developing countries

Exxon Mobil

Exxon Mobil Corporation is committed to being the world's premier petroleum and petrochemical company. To that end, we must continuously achieve superior financial and operating results while adhering to the highest standards of business conduct. These unwavering expectations provide the foundation for our commitments to those with whom we interact: shareholders, customers, employees, communities.

F” companies' mission statements

Ford

We are a global family with a proud heritage passionately committed to providing personal mobility for people around the world.

We anticipate consumer need and deliver outstanding products and services that improve people's lives.

G” companies' mission statements

Gap

At Gap Inc. we never stop moving. It takes thousands of passionate, dedicated and talented employees around the world to deliver the merchandise and shopping experience our customers expect and deserve.

Global Micro Clinic Project

We empower communities to prevent and manage diseases in economically disadvantaged and conflict-ridden areas of our world.

Google

To organize the world's information and make it universally accessible and useful.

H” companies' mission statements

Hershey Company

Undisputed Marketplace Leadership.

Top-tier value creation, driven by superior performance across the business system.

Organizational capabilities and passion that compete in the present and build for the future.

Commitment to enabling and encouraging balanced, healthy lives.

Portfolio of brands that:

  • Delights consumer across multiple segments
  • Delivers superior growth and profitability to retailers
  • Is available everywhere

Ability to transform consumer and customer desires to marketplace wins.

HONDA

Maintaining a global viewpoint, we are dedicated to supplying products of the highest quality, yet at a reasonable price for worldwide customer satisfaction.

I” companies' sample mission statements

IBM

At IBM, we strive to lead in the invention, development and manufacture of the industry's most advanced information technologies, including computer systems, software, storage systems and microelectronics.

We translate these advanced technologies into value for our customers through our professional solutions, services and consulting businesses worldwide.

ING

We lead Americans back to savings

Island Conservation

To save island species and ecosystems 

J” companies' mission statements

John Deere

Committed to those linked to the land.

For those who cultivate and harvest the land. For those who transform and enrich the land. For those who build upon the land. John Deere is committed to your success.

This commitment extends globally with a focus on six key areas – the United States and Canada, Europe, Brazil, Russia, India, and China. It's in these areas where at least 75% of the world's future growth will occur. And because of our past, our passion, and our purpose for helping you become more profitable and productive, John Deere is uniquely positioned to be the equipment supplier of choice.

Johnson & Johnson

At Johnson & Johnson there is no mission statement that hangs on the wall. Instead, for more than 60 years, a simple, one-page document – Our Credo – has guided our actions in fulfilling our responsibilities to our customers, our employees, the community and our stockholders. Our worldwide Family of Companies shares this value system in 36 languages spreading across Africa, Asia/Pacific, Eastern Europe, Europe, Latin America, Middle East and North America. The English version of the Credo is below, or you may choose to view it in another language by selecting a country from the box on the right. You can also learn more about the history of Our Credo and its development.

Our Credo

We believe our first responsibility is to the doctors, nurses and patients, to mothers and fathers and all others who use our products and services. In meeting their needs everything we do must be of high quality. We must constantly strive to reduce our costs in order to maintain reasonable prices. Customers' orders must be serviced promptly and accurately. Our suppliers and distributors must have an opportunity to make a fair profit.

We are responsible to our employees, the men and women who work with us throughout the world. Everyone must be considered as an individual. We must respect their dignity and recognize their merit. They must have a sense of security in their jobs. Compensation must be fair and adequate, and working conditions clean, orderly and safe. We must be mindful of ways to help our employees fulfill their family responsibilities. Employees must feel free to make suggestions and complaints. There must be equal opportunity for employment, development and advancement for those qualified. We must provide competent management, and their actions must be just and ethical.

We are responsible to the communities in which we live and work and to the world community as well. We must be good citizens – support good works and charities and bear our fair share of taxes. We must encourage civic improvements and better health and education. We must maintain in good order the property we are privileged to use, protecting the environment and natural resources.

Our final responsibility is to our stockholders. Business must make a sound profit. We must experiment with new ideas. Research must be carried on, innovative programs developed and mistakes paid for. New equipment must be purchased, new facilities provided and new products launched. Reserves must be created to provide for adverse times. When we operate according to these principles, the stockholders should realize a fair return.


K” companies' mission statements

Ken Blanchard Companies

To unleash the potential and power of people and organizations for the common good.

Kickstart

To get rural families out of poverty

Komaza

To bring dryland farmers out of poverty

L” companies' mission statements

Lehman Brothers

Our mission is to build unrivaled partnerships with and value for our clients, through the knowledge, creativity, and dedication of our people, leading to superior results for our shareholders.

Living Goods

To defeat diseases of the poor

M” companies' sample mission statements

McGraw-Hill

To provide essential information and insight that help individuals, markets, and societies perform to their potential.

Merck

The mission of Merck is to provide society with superior products and services by developing innovations and solutions that improve the quality of life and satisfy customer needs, and to provide employees with meaningful work and advancement opportunities, and investors with a superior rate of return.

MicroDreams

Moving families out of poverty

Microsoft

To enable people and businesses throughout the world to realize their full potential.

Mothers2Mothers

To prevent mother-to-child transmission of HIV

Mulago Foundation

We invest in lasting change that goes to scale

N” companies' mission statements

Nike

To bring inspiration and innovation to every athlete in the world

O” companies' mission statements

One Acre Fund

To get farming families out of extreme poverty

P” companies' sample mission statements

Pfizer

We dedicate ourselves to humanity's quest for longer, healthier, happier lives through innovation in pharmaceutical, consumer, and animal health products.

Population Media Center

Health, development and conservation in developing countries

Proctor & Gamble

We will provide branded products and services of superior quality and value that improve the lives of the world's consumers. As a result, consumers will reward us with leadership sales, profit, and value creation, allowing our people, our shareholders, and the communities in which we live and work to prosper.

Proximity Designs

To move rural Burmese families out of poverty

R” companies' mission statements

Ritz-Carlton

The Credo:

The Ritz-Carlton Hotel is a place where the genuine care and comfort of our guests is our highest mission.

We pledge to provide the finest personal service and facilities for our guests who will always enjoy a warm, relaxed, yet refined ambience.

The Ritz-Carlton experience enlivens the senses, instills well-being, and fulfills even the unexpressed wishes and needs of our guests.

Motto:

At The Ritz-Carlton Hotel Company, L.L.C., "We are ladies and gentlemen serving ladies and gentlemen." This motto exemplifies the anticipatory service provided by all staff members.

Root Capital

To build rural prosperity

S” companies' sample mission statements

Samasource

We bring dignified, computer-based work to women, youth, and refugees living in poverty

Sears

To grow our business by providing quality products and services at great value when and where our customers want them, and by building positive, lasting relationships with our customers.

Seasons Exchange

Empowering women to change the world

Skype

To be destructive but in the cause of making the world a better place.

Smith International

Our people and technology make us a world leader in drilling tools and services. We work together to constantly improve customer satisfaction, employee opportunity and shareholder value.

Sony

To emotionally touch and excite our customers

Southwest Airlines

The mission of Southwest Airlines is dedication to the highest quality of Customer Service delivered with a sense of warmth, friendliness, individual pride, and Company Spirit.

To Our Employees

We are committed to provide our Employees a stable work environment with equal opportunity for learning and personal growth. Creativity and innovation are encouraged for improving the effectiveness of Southwest Airlines. Above all, Employees will be provided the same concern, respect, and caring attitude within the organization that they are expected to share externally with every Southwest Customer.

Starbucks

Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.

Sunoco

Our Purpose is to: 

  • Be a source of excellence for our customers;
  • Provide a challenging professional experience for our employees;
  • Be a rewarding investment for our shareholders;
  • Be a respected citizen of community and country. 

SurfAid International

Healthier children in remote island settings 

U” companies' mission statements

Unilever

At the heart of the corporate purpose, which guides us in our approach to doing business, is the drive to serve consumers in a unique and effective way. This purpose has been communicated to all employees worldwide.

Unilever's mission is to add Vitality to life. We meet everyday needs for nutrition, hygiene and personal care with brands that help people feel good, look good and get more out of life.

Our deep roots in local cultures and markets around the world give us our strong relationship with consumers and are the foundation for our future growth. We will bring our wealth of knowledge and international expertise to the service of local consumers – a truly multi-local multinational.

Our long-term success requires a total commitment to exceptional standards of performance and productivity, to working together effectively, and to a willingness to embrace new ideas and learn continuously.

To succeed also requires, we believe, the highest standards of corporate behaviour towards everyone we work with, the communities we touch, and the environment on which we have an impact.

This is our road to sustainable, profitable growth, creating long-term value for our shareholders, our people, and our business partners.

V” companies' mission statements

VillageReach

Healthier people in Sub-Saharan Africa

Vision Spring

To get vision-impaired people back to work

X” companies' mission statements

Xerox

Our strategic intent is to help people find better ways to do great work -- by constantly leading in document technologies, products and services that improve our customers' work processes and business results.

Y” companies' mission statements

Yahoo

Our mission is to be the most essential global Internet service for consumers and businesses. How we pursue that mission is influenced by a set of core values - the standards that guide interactions with fellow Yahoos, the principles that direct how we service our customers, the ideals that drive what we do and how we do it. Many of our values were put into practice by two guys in a trailer some time ago; others reflect ambitions as our company grows. All of them are what we strive to achieve every day.

Remember

Purpose and passion—as in your team’s mission statement—is just one ingredient in your team’s performance. To help you improve your team’s performance even more, get your FREE Personal Leadership Development Plan

This Plan will teach you three simple—yet very powerful—leadership competencies most managers ignore. Check it out!