Examples of purpose statements

Below are some examples of purpose statements, this is not a judgement of whether or not these companies are purpose-led. 

Patagonia’s Mission Statement

We’re in business to save our home planet…..we appreciate that all life on earth is under threat of extinction. We aim to use the resources we have—our business, our investments, our voice and our imaginations—to do something about it.

Reckitt Benckiser 

We exist to protect, heal and nurture in the relentless pursuit of a cleaner and healthier world. We fearlessly innovate in this pursuit across our Hygiene, Health and Nutrition businesses.

ING 

Our purpose – Empowering people to stay a step ahead in life and in business – represents our conviction in people’s potential. We don’t judge, coach or to tell people how to live their lives. However big or small, modest or grand, we empower people and businesses to realise their own vision for a better future.

We know people don’t need banks, they need banking. Our promise is to make banking frictionless, removing barriers to progress and giving people the confidence in their ability to make decisions and to move forward. This promise frees them from the constraints that stand between them and their passions and encourages them to do more of the things that give their life meaning.

Our purpose guides us in everything we do. It’s founded on our belief that ING’s role is to support and promote economic, social and environmental progress, and at the same time generate healthy returns for shareholders.

GSK 

We are a science-led global healthcare company with a special purpose: to help people do more, feel better, live longer. We have 3 global businesses that research, develop and manufacture innovative pharmaceutical medicines, vaccines and consumer healthcare products. Our goal is to be one of the world’s most innovative, best performing and trusted healthcare companies.

Our values and expectations are at the heart of everything we do and help define our culture – so that together we can deliver extraordinary things for our patients and consumers and make GSK a brilliant place to work.

Our values are Patient focus, Transparency, Respect, Integrity.
Our expectations are Courage, Accountability, Development, Teamwork.

Pearson 

Our purpose is to help everyone achieve their potential through learning.  

Unilever 

Our purpose is to make sustainable living commonplace.

It’s why we come to work. It’s why we’re in business. It’s how we inspire exceptional performance.

DSM 

Our purpose is to create brighter lives for all. We achieve it by using all the scientific and innovation power at our disposal to tackle some of the world’s greatest challenges – creating value for customers, shareholders, our people, and society-at-large.

National Grid 

At National Grid we’re committed to being a responsible business in everything we do. It’s enshrined in our purpose – to Bring Energy to Life.

We do this by delivering the electricity and gas that our customers and communities rely on. We will always do this reliably, safely, and in a fair and affordable way for all.

Exercise:

Thinking about one or more of these purpose statements:

  • Is the purpose authentic, inspiring, and practical?
  • Does it address specific issues/harms relevant to the business sector?
  • Does it respect the dignity of people?
  • Does it provide a framing for innovation to help contribute to a better world?
  • What other thoughts do you have with respect to the purpose?