35 Mission Statements that Inspire Sustainability
The Patagonia mission statement articulates the values of the business and has become its unique selling proposition. Putting this statement at the heart of business strategy and decision-making has resulted in a positive reputation, rapid growth and a strong ESG score.
Introduction
Today's companies are under pressure to be profitable as well as sustainable and socially responsible. As a result, sustainability is an increasingly important part of business operations. One way to foster more sustainable practices within your company is to create a mission statement that reflects what your organization wants to uphold.
Alternatively, other companies incorporate it into their current mission statement or vision statement. A third option is to create a separate, stand-alone sustainability mission statement to stand behind. Creating a mission statement that inspires sustainability is an important step to promoting a more sustainable business environment and culture.
If you are looking for different information, click on the links below:
1. Write a Sustainable Business Strategy
2. Develop a Small Business Sustainability Plan
3. 21 Sustainable Business Practices at Work
4. Why Businesses Should Embrace Sustainability
What is a Company Mission Statement?
“The job of the mission statement is to articulate why the organization exists.”
Company Mission Statements - What they are and what they're not
Mission statements in a nutshell
A company's mission statement is a declaration of a company's purpose, values, and goals. It's the company spirit. It sets the tone for the organization’s journey ahead and provides employees with a sense of belonging to something greater than themselves.
It should not focus solely on financial gain, but rather emphasize how the organization plans to make a positive impact in the world. Ultimately, the perfect mission statement serves as a reminder of why the company exists and how it hopes to make a difference in the world.
Common elements
While every mission statement should be tailored to the individual organization, some common elements can help inspire sustainability. These include:
1. Respect for the environment: A mission statement should emphasize the need to reduce environmental impact, such as through responsible energy use and waste management practices. It should also recognize the importance of protecting natural resources.
2. Commitment to ethical operations: Companies should view sustainability not only as an obligation to their customers and stakeholders but also as an opportunity to do better for their community. This could manifest in a commitment to creating jobs and providing fair wages, or using sustainable materials and processes throughout the organization.
3. Responsible consumer relationships: Companies should focus on building long-term relationships with consumers based on trust and transparency. This means taking into account customer wants, needs, and core values when creating products or services.
4. Promotion of positive change: A mission statement should focus on creating positive change by making a difference in a support community or industry. This could include initiatives such as reducing food waste, increasing sustainability awareness, or supporting environmental education programs.
Mission Vs Vision statements
A mission statement and vision statement are two very different things, but they have one important thing in common: Mission and vision statements both provide a roadmap for an organization.
While a mission statement defines the company’s purpose, a good vision statement describes what it hopes to achieve in the long term.
Most mission statements are the overarching guide that outlines why a company exists, while vision statements articulate what the entire company hopes to become.
Ultimately, vision statements are often aspirational and can take years to achieve, while mission statements are a more immediate statement of purpose.
A company's vision statement example might be something like, “We aim to become the most successful and sustainable company in our industry.” A mission statement example might be, “We strive to build a better future for our customers and employees by providing high-quality products and services with passion, integrity, and trust.”
Mission and vision statements should be closely intertwined and support each other, as they both provide a roadmap to the future of an organization. By working together on your mission and vision statement, businesses can create a strong foundation for sustainability that can help guide their operations moving forward.
The benefits of Sustainable Mission Statements
There are many benefits to a "good" mission statement. Perhaps the most important is that it sends a clear and powerful message to the employees, customers, and investors that the company serves, that these issues are important to the company.
It inspires employees and motivates them to pursue their goals with passion and purpose. It can also help attract and retain employees who care about these issues, as well as customers and investors who want to support companies that are committed to making a positive impact.
In addition, incorporating sustainability into a company's mission and vision statements can help it make better decisions in both good and bad times. In difficult times, a strong commitment to sustainability can help keep a company on track and prevent it from making decisions that could damage its reputation. And in good times, it can help businesses resist the temptation to prioritize profits over people and the planet.
What's more, having a company mission statement can help it stand out from its competitors and position itself as a leader in the movement for sustainable business practices. In an increasingly competitive marketplace, this can be a major differentiator.
Finally, having a sustainability mission statement can help a company ensure that its actions are aligned with its values. This can create a sense of purpose and meaning for employees, as well as a stronger sense of identity for the company as a whole.
9 Golden Rules for Strong Mission Statement
The best mission statements require careful thought and consideration. A great mission statement stands alone and is memorable.
Here are some tips for crafting mission statements:
• Start by identifying your company's values. What does your company stand for? How are you different from your competitors? What do you hope to accomplish in the world?
• Think about how sustainability and social impact can fit within these values. Make sure that the mission statement sums up what matters most to your company, not just what looks good on paper.
• Keep it concise and clear. Mission statements should be short and to the point. No more than a couple of sentences.
• Make sure the statement is actionable. A good mission statement should provide a clear and inspiring vision of the company’s future.
• Be specific enough to guide decision-making, but general enough to leave room for interpretation.
• Incorporate feedback from employees, customers, and stakeholders. Ask your team for their thoughts on the mission statement and make sure it resonates with everyone.
• Live it every day. A mission statement is only powerful if it is reflected in the company’s day-to-day decisions and operations.
• Review and update it regularly. As the company evolves, its mission statement should evolve with it.
With careful planning and thoughtful execution, you can create an inspiring sustainability mission statement that reflects the values of your company and sets it apart from its competitors.
Communicate Your Mission Statement Authentically
Step 1 - Pinpoint a Crucial Element to Your Brand's Success
Identify areas that are of strategic importance to your company. What area will it be to your advantage to make your biggest commitment to and place special emphasis on in your mission and vision statement?These might be related to your core mission, market trends, and customer concerns or appreciation.
Once you have identified areas of strategic importance, consider the impact that your company has in those areas. For example, if you are a retailer, consider how your products and services influence society. What effects do they have on people's well-being? Your goal may be to create the most compelling shopping experience.
Or if you are an agricultural company, consider how your products or services impact the farming ecosystem. What effects do they have on animals' well-being? Your goal might be to be one of the world's leading producers and providers of stock feed and nutritional information.
Once you have identified areas of strategic importance, make sure that this is clearly articulated within your mission statement.
Step 2 - Understand your company's ESG blueprint
When creating a Sustainable mission statement, it is to your company's advantage to understand its ESG blueprint. This means understanding the environmental, social, and governance issues that are most important to the company and how they impact its business.
This analysis can help to mitigate the potential risk of blindspots and will help your mission statement rings true and resonates with stakeholders. Taking this step also shows a commitment and dedication to sustainable operations and practices. While it is not necessary to have completed a deep audit before working on the mission statement, it is important to have at least identified and considered the key ESG issues that are most pertinent.
A company can start by surveying its operations to find out how much carbon it emits, how much water it uses, and how much waste it produces. After the company understands its environmental effect, it can begin making plans to reduce that impact.
ESG also encompasses a company's social interactions with employees, customers, and other entities and governance which refers to how the company operates and keeps people responsible -- anything from board composition to executive compensation.
By examining these practices, you can discover where changes need to be made. Understanding your ESG blueprint helps your company communicate from a place of knowledge, authenticity, and strength -- and avoid any potential pitfalls.
Step 3 - Craft your Sustainability Story
After you have taken the time to understand your company’s ESG blueprint, it is important to craft your Sustainability Story. It should also be memorable and bring inspiration so that employees, customers, and investors can easily recall it. It should also be factual and reflect the values of your company.
Some elements that should be included in your ESG story are:
Your company’s commitment to sustainability
The specific environmental, social, and governance issues that are most important to your company (for example, to mitigate the environmental crisis through a focus on sustainable energy)
How your company is working to address those issues
The positive impact that your company is having on the world
Crafting a compelling Sustainability Story that appeals to the company spirit will help deliver your mission statement in an inspiring and effective way.
Step 4 - Incorporate Your Mission Statement into Company Strategy
After you have crafted your company’s ESG story, it is important to incorporate it into your company’s strategy. This will help to ensure that sustainability is woven into the fabric of your company and that it remains a top priority.
There are a few ways to incorporate your mission statement into company strategy:
Make it a guiding principle for decision-making
Use it to inform your company’s marketing and communications strategy
Make it a part of your employee onboarding and training process
Use it to hold employees accountable for their actions (i.e. KPIs and bonuses)
Incorporating your mission statement into the company strategy will help to ensure that sustainability is embedded in everything that your company does.
Step 5 - Communicate Your Mission Statement
After you have incorporated your mission statement into the company strategy, it is important to communicate it to employees, customers, and investors. This will help to ensure that everyone is aware of your company’s commitment to sustainability and knows how they can contribute.
Here are some ways to communicate your mission statement:
Share Your Mission Statement with Employees
Including your mission statement in employee communication is an important step in making sure that everyone is aware of and committed to the company's sustainability goals.
Start with a brief introduction to ESG and explain what it means for the organization. Follow up with a detailed explanation of the company’s goals and how employees can contribute to the effort. Additionally, consider adding a section on ESG best practices that all employees should be following. Provide examples and stories of how employees can contribute.
Your employee handbook is a great place to start as is your sustainability report. Create an ESG hub on your company intranet where employees can access resources, learn more about sustainability topics, ask questions and submit ideas for improvement. This will help to ensure that employees remain engaged and informed on ESG topics.
Share Your Mission Statement with Customers
Including your mission statement in customer communications are also important for letting people know about the company's commitment to sustainability. Customer service delivered with warmth and respect maybe indeed be incorporated into your mission and vision statements.
A good sustainability report with graphs and a narrative about your company’s sustainability efforts is an essential part of sustainability reporting. In addition, emails can be sent out regularly to customers informing them of the latest ESG initiatives that are being undertaken. The company website can also include content about the mission statement. This could include a summary of the company's ethos and values, as well as stories from customers or employees about how they have been able to contribute to the ESG effort. Including this content can help customers feel connected to the company and encourage them to support its efforts.
In addition, social media channels can also be used to reach customers with ESG messaging. This is a great way to engage directly with customers and let them know how their support can make a difference.
By incorporating the mission statement into customer communications, companies can ensure that everyone is informed of its commitment to sustainability and will encourage more people to join in the effort.
Share Your Mission Statement with Investors
Communicating your mission statement to investors helps to build trust and demonstrates the company's commitment to sustainability. In investor presentations and meetings, including an overview of the company’s ESG goals and initiatives. This will help investors understand the company’s values and how it is working to achieve sustainability goals.
In addition, investors should also be informed of any progress that has been made in terms of ESG initiatives. This will show them that the company is serious about its mission and is taking concrete steps to achieve it.
Communication with investors should also include information on any social and environmental investments that the company has made. This will help to demonstrate the tangible results of the company’s commitment to sustainability and show investors that their money is being put to good use.
By including a sustainable mission statement in communications with investors, you can send a strong message about the importance of ESG and demonstrate the company's commitment to sustainability.
Share your mission statement in public spaces, such as in your office building or on social media.
This will serve as a reminder to all employees, customers, and investors of the importance of sustainability and how they can contribute to the effort. This will help to ensure that everyone is aware of the importance of sustainability and will encourage more people to get involved.
By incorporating your mission statement into all aspects of your business, you can send a clear message that ESG is an integral part of your company's operations.
Step 6 - Evaluate and Adjust your Mission Statement
After you have communicated your mission statement, it is important to evaluate and adjust it regularly. This will help to ensure that it remains relevant, effective, and align with core values. There are a few ways to evaluate and adjust your mission statement:
Conduct Regular Surveys
Conduct regular surveys of employees, customers, and investors to gauge their understanding and level of support. This will help to identify any gaps in understanding and areas where more information or clarity is needed.
Hold regular meetings
Hold regular meetings with key stakeholders to discuss progress, evaluate initiatives, and receive feedback. This can provide valuable insight into how effectively the mission statement is being implemented across the organization.
Review Your Progress
Review your company’s progress on sustainability goals regularly and adjust your mission statement accordingly. This will ensure that it remains relevant and that your team is working towards the right goals.
Evaluate and Adjust
By evaluating and adjusting your mission statement regularly, you can keep it up to date and ensure that everyone understands its importance. Make changes to your mission statement in response to changes in the business environment, such as new regulations or technological advances. This will help to ensure that the company’s commitment to sustainability is clear and consistent across all areas of operations.
A great mission statement is a powerful tool for promoting sustainability. By following the steps outlined above, you can craft a mission statement that is both inspiring and effective.
35 Sustainable Mission Statement Examples
Many mission statement examples have successfully incorporated sustainability to highlight the company's sustainability efforts. Here are a few sample sustainability statement examples and our commentary on what makes them tick. Use them as inspiration for how to write a sustainability statement and include in sustainability reports.
Adobe: Changing the world through digital experiences.
Adobe’s mission statement is short, sweet, and to the point. It’s also very specific. Adobe knows what it wants to do, and it communicates that clearly to its employees and customers.
Airbnb: To unlock the power of sharing space, resources, and support in times of need.
Airbnb’s new mission statement is a great example of how a company can show its commitment to sustainability. Airbnb’s mission statement goes beyond just providing housing, and emphasizes the importance of sharing space and resources in times of need.
Amgen: Amgen strives to serve patients by transforming the promise of science and biotechnology into therapies that have the power to restore health or save lives.
Amgen’s mission statement is focused on the patient. The company wants to use its expertise in science and biotechnology to create treatments that can improve lives.
Amazon: To be Earth’s most customer-centric company.
The Amazon mission statement is all about the customer. The company wants to be the best at meeting customer needs and delivering customer satisfaction.
Apple: To make the best products on earth, and to leave the world better than we found it.
Apple’s mission statement is two-fold. The first part is about making great products. The second part is about making a positive impact on the world. This is a mission that Apple takes seriously, and it shows in its commitment to sustainable business practices.
Box: To power how the world works together.
Box’s mission statement is all about collaboration. The company wants to make it easier for people to work together, regardless of location or time zone.
Ceres: To transform the economy to build a just and sustainable future for people and the planet.
Ceres’ mission statement is focused on sustainability. The company wants to create an economy that is built on renewable resources and practices, and it seeks to promote equitable outcomes for all involved.
This mission statement reflects the company’s commitment to social responsibility as well as its dedication to creating a sustainable future.
Google: To organize the world’s information and make it universally accessible and useful.
Google’s mission statement describes its focus on making the world a better place. By organizing information and making it available to everyone, Google helps people find answers more quickly, which makes life easier for everyone.
HP: To harness the power of technology to create a better, more sustainable future.
HP’s mission statement is focused on sustainability. It wants to use technology to create a future that is better for everyone.
IBM: To be a catalyst that makes the world work better.
IBM’s effective mission statement is all about impact. The company wants to be a force for good in the world, and it wants its work to make a positive difference in the lives of its clients and employees.
Ikea: To create a better everyday life for the many people.
This company mission statement from Ikea, a global home furnishings company, is inclusive and speaks to the company's commitment to making everyday life better for as many people as possible.
Impossible Foods: We're building a better food system for everyone.
Impossible Foods’ mission statement speaks to the company’s commitment to sustainability and its desire to make a positive impact on the food industry. It also sets a clear goal for the company to strive towards.
Intel: To create world-changing technology that enriches the lives of every person on earth.
Intel’s mission statement is all about making a difference. The company wants its technology to improve the lives of people around the world.
Levi Strauss: To sustain responsible commercial success as a global marketing company of branded apparel.
This company mission statement from Levi Strauss, a global clothing company, is inclusive and speaks to the company's commitment to self-expression. It also highlights the importance of people in the company's business.
LinkedIn: To connect the world’s professionals to make them more productive and successful.
LinkedIn’s mission statement summarizes its focus on connection and success. The company wants to help professionals connect with each other and build successful careers.
Microsoft: To empower every person on the planet to achieve more.
Microsoft’s mission statement is all about opportunity. The company wants to give everyone the tools they need to succeed in life.
Netflix: To entertain the world.
Netflix’s mission statement is all about entertainment. The company wants to provide its customers with the best possible streaming experience.
Nike: To bring inspiration and innovation to every athlete* in the world.
This Nike mission statement, a global sporting goods company, is inclusive and speaks to the company's commitment to athletes. It also sets a clear goal for the company to achieve.
Nokia: We create meaningful interactions to drive human progress.
Nokia’s mission statement is all about connection. The company wants to help people connect with each other and with the world around them.
Oracle: To help people see data in new ways, discover insights they didn’t know existed, and make better decisions.
Oracle’s mission statement is all about data. The company wants to help its customers make sense of data and use it to make better decisions.
Passionfruit: To create inclusive clothing and accessories that enable you to show your pride all year round while giving back to our community.
Passionfruit's mission statement is all about inclusivity and giving back to the community. The company wants to create clothing and accessories that will help people express their pride all year round and also contribute to social causes.
Patagonia: We're in business to save our home planet.
This mission statement from Patagonia, an outdoor clothing company, is purpose-driven and speaks to the company's commitment to environmental protection. It also highlights the role that business can play in solving global problems.
Pinterest: To help people discover the things they love, and inspire them to go do those things in their daily lives.
Pinterest’s mission statement is all about inspiration. The company wants to help people find the motivation and resources they need to create a life they love.
Porsche: To provide an emotional driving experience.
Porsche’s mission statement speaks to the company's commitment to providing drivers with a thrilling and memorable experience on the road. The company hopes to create an experience that makes them the most compelling car company, one people will remember and come back to time and again.
Salesforce: We build bridges between companies and customers.
Salesforce’s mission statement is all about building relationships. The company wants to help its customers bridge the gap between themselves and their customers so they can build stronger relationships. It also speaks to the company's commitment to customer service.
Starbucks: To inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.
A global coffee company, Starbucks mission statement is inclusive and speaks to the company's commitment to its customers and employees. It also highlights the importance of community in the company's business.
Southwest Airlines: To become the world’s most loved, most flown, and most profitable airline.
A leading U.S. airline, this Southwest Airlines mission statement is ambitious and speaks to the company's commitment to customer satisfaction. It also sets a clear goal for the company to achieve.
Sweet: To reduce Inequalities in Access to and Quality of Pediatric Diabetes Care.
Sweet’s mission statement is focused on helping children with diabetes get better access to quality care. The company wants to reduce inequalities in how children with this condition are treated so they can get the help and support they need.
TED: Spread ideas.
A global platform for sharing ideas and inspiring conversation, this TED mission statement is concise and speaks to the company's commitment to spreading knowledge. It also highlights the importance of ideas in the company's mission.
Tesla: We're building a world powered by solar energy, running on batteries and transported by electric vehicles.
Tesla’s mission statement is all about innovation. The company wants to revolutionize the way people think about energy and transportation. It also speaks to the company's commitment to sustainability and renewable energy sources.
The Body Shop: To dedicate our business to the pursuit of social and environmental change.
This mission statement from The Body Shop, a global cosmetics company, reflects the company's commitment to sustainability and its commitment to creating positive change in the world. It also highlights the importance of corporate social responsibility in the company's business.
The Humane Society: End the cruelest practices toward all animals. Care for animals in crisis. Build a stronger animal protection movement.
This mission statement from The Humane Society is focused on animal welfare and speaks to the company's commitment to humane practices. It also highlights the importance of compassionate treatment in their business.
Uber: We ignite opportunity by setting the world in motion.
Uber’s mission statement is aspirational and speaks to the company's commitment to unlocking potential. It also highlights the importance of creating new opportunities in their business.
Unilever: To make sustainable living commonplace.
This mission statement from Unilever, a global consumer goods company, is ambitious and speaks to the company's commitment to sustainable living. It also sets a clear goal for the company and its employees to achieve.
Virgin Group: To make people’s lives better by disrupting outdated, old-fashioned industries and providing accessible, affordable, and convenient products and services.
This mission statement from the Virgin Group is focused on making positive changes and speaks to the company's commitment to doing business in a socially responsible way. It also highlights the importance of leaving a lasting impact on the world.
Walmart: To save people money so they can live better.
Walmart’s mission statement is all about savings. The company wants to help its customers save money so they can improve their lives.
This list contains some of the best mission statements, embodying what each business stands for. We hope that you found these mission statement examples useful. Remember that these companies aren't just paying lip service to sustainability - they're making it a core part of their operations. And that's something we can all get behind.
Conclusion
There's no question that sustainability mission and vision statements are a great asset for your ESG program. It sends a strong message to employees, customers, and investors that your company is serious about its commitment to sustainability. It can raise your company's spirit.
Of course, crafting an effective company mission statement is no easy task. Great mission statements inspire moments every day that bolster the human spirit and create economic growth.
But by following the steps outlined in this article, you're well on the road to developing a good company mission statement that is both inspiring and effective. Mission accomplished!
