Nailing your b-corps application with a strong purpose statement
So, you're diving into the wild world of B Corp certification, and you need a mission (also known as a purpose statement) that packs a punch. No worries, we’ve got your back.
Last year we got approached by a fair-trade-certified farm in Kenya. They were applying for B Corp status. They stumbled to a halt at the purpose statement box on the application form. 😰😰😰 It’s one little box to fill out, but what a hard one! Existential crisis! Sweat on foreheads! Deep debates by the founders! Can we help? Of course!
Here’s the advice we sent their way, packaged in a guide. We’ll break down the art of creating a purpose statement that’s not only B Corp-worthy but also totally you.
I’ll cover:
What’s the difference between a purpose, mission, and vision?
What is the criticism of the purpose trend? Does it actually work?
As you can tell, this is not our first rodeo 🤠.
We’ve added lots of lived-through experience and uncommon examples to inspire you. Let’s dive in.
How do you write a purpose statement?
As much as we would like to offer one simple formula for a good purpose statement, there is no such thing. There was no global meeting of brand professionals who decided on a magical formula and then we all stuck to that exact definition in every circumstance, every sector and every country.
If we could give you two simple rules: describe what you are trying to accomplish. Keep it short.
It’s not a thesis. People should be able to get it at a glance.
Kevin Starr of the Mulago Foundation wants it to be eight words or less. “Mission statements in the social sector are often the same kind of word-salad, but there isn't a common raison d'etre. We […] don't want to wade through a bunch of verbiage about "empowerment," "capacity-building," and "sustainability"—we want to know exactly you're trying to accomplish. We want to cut to the chase, and the tool that works for us is the eight-word mission statement.”
Starr describes the ideal mission statement as
a verb
a target population
an outcome that implies something to measure
You could replace population with habitat or sector.
“And we want it in eight words or less.”
Why eight words? Starr: “It just seems to work. It's long enough to be specific and short enough to force clarity.”
He shares these examples:
Rehabilitate coral reefs in the Western Pacific
Prevent maternal-child transmission of HIV in Africa
Get Zambian farmers out of poverty
Starr: “These statements tell us exactly what the organization has set out to accomplish. Once we've got it, we know whether they are working on something that fits our own mission, and we have a useful starting point for any subsequent conversations.”
Don’t get it wrong: short is hard. It requires you to peel back all the layers and get to the essence. Remember that you don’t start at short and simple: you work towards it like a good editor.
TIP: It takes time. Patagonia was in business forty years before they created their purpose statement. Know that this is a work in progress.
pro writing tips for when you’re stuck
Some of us are born with a clear purpose. Others have to find it!
Yvon Chouinard, founder of Patagonia, is the poster boy for purpose. But the company was already over 40 years old when he wrote the famous statement “We’re in business to save our home planet.” So give your genius some time. Photo by Campbell Brewer
It can be really hard to voice a deeper purpose behind your work. Don’t beat yourself up about it.
1 - Work upwards from the what to the why
This is an evergreen tip from our book, Brand The Change. We call it laddering, and we created a simple tool for it that you can use as a thought exercise.
Start at what you do and follow steps along a ladder upwards, closer to the purpose. We’re going to use an example of the least purposeful product we could think of : a simple staple.
Describe what you do. Very functionally.
Example: We make staples.
Why does that matter.
Example: Staples hold pieces of paper together.
Why is that important?
Example: It helps people to get organised.
Why? What does that result in for people/the environment/a sector
Example: When people are organised they can focus on more important work.
What does that result in (for society at large)
Example: People can build great companies, start movements, protect the earth, etc.
Bit of a stretch for a staple, but you catch our drift I hope.
Here’s a quick video of me explaining the concept to a Brand The Change member last year.
2 - Let other people do the talking
At the end of the day, what do your colleagues or stakeholders do it all for? Hearing it from someone else’s mouth can inspire you. A volunteer at a shelter might be able to put the purpose to words much better than a manager.
Talk to lots and lots of people involved in the issue you are trying to solve. , and bring it down to a simple essence. This is how marine biologist Dr. Ayana Elisabeth Johnson came up with the phrase, ‘Using the Ocean Without Using it Up.” (read her story in the book, Brand The Change.)
3 - Learn from examples
There is so much to pick up from examples, not just in your own sector, but also beyond.
A way of phrasing a sentence, or an alternative to a jargon-y word. We’ve created a list of examples of purpose statements from various industries, below.
4 - start from what you are fighting against, and imagine the opposite
A few years ago, I worked with a foundation in Jordan that offers a library, a kids’ program, theatre and music performances, and an award for scientists and writers.
Everyone on the team understood instinctively why they did what they did, but no one was able to articulate it.
We first spoke about what they were fighting: radicalization and extremism. A society where people are uneducated, kept ignorant, where dogmatic views rule and people are not creative or critical thinkers.
Then we asked, what is the opposite? The team members started describing a society where people were exploring new ideas together. (read on in the next tip)
5 - if words don’t work, draw it
I asked the team in Jordan to draw what they wanted to see happen.
We imagined a city square with lots of people, talking together, watching open-air films, and listening to music.
We drew it out in an elementary sketch. The team came up with dozens of new ideas: 3-D printing hubs, co-working spaces, and design programs for children.
We then described what we saw - and one team member summarised it: a Society of Curiosity. That became the heart of the purpose statement.
Best workshop ever!!
Is there such a thing as bad or good purpose statements?
Though a lot comes down to tastes, there are a few undeniable qualities to a good purpose statement.
A good purpose statement is clear.
A bad purpose statement is unclear.
A good purpose statement describes your commitment to something bigger than yourself.
A bad purpose statement describes a self-serving purpose.
Let’s unpack all of those.
A clear purpose statement is rich, precise, as brief as possible, and easy to understand by all stakeholders. (‘Stakeholders’ is a jargony term for all the people connected to the brand from suppliers to team members to customers or ‘beneficiaries’, funders etc).
Don’t worry if you can’t hit all three. Some of the best examples in the world don’t hit all three points.
Examples:
Not so rich, but brief: Patagonia exists to save our home planet.
Not so brief, but rich: Google Ideas builds products to support free expression and access to information for people who need it most —those facing violence and harassment.
One risk of going short and simple is that you end up with a purpose statement that is reductive. It is too simple, or too crude, to accurately and believably describe the complexity of the crises you are trying to address. It’s important to make sure your statement resonates with your stakeholders.
Patagonia, an apparel company, might be applauded by consumers for “existing to save our home planet” - but a team of scientists working in green tech might find it too simplistic and crude.
A bad purpose statement is unclear. It is fluffy, too long, too complex or all of those at once. It is hard to measure progress against it. Many people would not understand it without explanation.
Fluffy, long, and complex all at once: Ashoka supports social entrepreneurs who are leading and collaborating with changemakers in a team-of-teams model that addresses the fluidity of a rapidly evolving society.
A good purpose statement describes your commitment to other stakeholders, like your employees, suppliers, the environment, or society at large.
A bad purpose statement describes a self-serving purpose.
Many big corporations have a purpose statement or vision statement that says they exist to provide shareholder value. Or, their vision is to be the biggest in their market.
These types of descriptions fit the technical definition of a purpose: it is a clear reason for which something is done or created or for which something exists.
But it only serves the organization.
Within the brand space, we talk about purpose as the aspirational kind - A Higher Purpose. It describes a contribution you make to something bigger than yourself or your organization.
This is also anchored in the B corps guidelines. B corps companies “are committed to consider the impact of decisions on all stakeholders — employees, customers, suppliers, the community, and the environment.”
If your purpose statement does not include other stakeholders, it won’t pass the B corps criteria.
Should I add some personality?
If you can, you should. Nothing is more off-putting than generic jargon. Choose the words and tone of voice that suit you.
Your purpose statement should sound like you, not like a robot.
If you’re a hippie, make it wild and free. If you’re a scientist, get it exact.
TIP: Once you’ve crafted your purpose statement, google it to see if anyone else uses it. Found someone who does? Maybe it’s not such a bad thing! One of our clients once found her co-founder that way.
Examples of brand purpose statements
We’ve selected some lesser known and less conventional examples of brand purpose statements from the world of tech, food, community, consumer goods and health to inspire you.
Some of these are presented as vision or mission statements but can serve just as well as a purpose statement, as there is not one definition for how to write one.
Do you have a purpose statement to add to this list? We’d love to hear from you!
✉️ Email us at hello@brandthechange.org
Purpose statements for tech companies or digital products
Google - To organize the world’s information and make it universally accessible and useful.”
Nest - creating the thoughtful home: a home that takes care of the people inside it and the world around it
Space X - to revolutionize space technology, with the ultimate goal of enabling people to live on other planets.
Niantic - make the world more magical through exploration, exercise, and real-world social interaction.
SuperBetter - designed to build personal resilience in the face of a serious challenge — like an illness or injury, anxiety or depression.
Purpose statements for consumer goods brands
Unilever - helping people feel good, look good, and get more out of life
Libresse - breaking taboos that hold women back
Warby Parker - ensuring everyone has the gift of sight
Moët & Chandon - We exist to bring people together, ensuring every occasion is turned into a celebration.
Natura - We exist to create and sell products and services that promote the harmonious relationship of the individual with oneself, with others, and with nature.
Dove - We want to redefine beauty standards and help everyone experience beauty and body image positively.
Innocent - to 'make it easy for people to do themselves some good (while making it taste nice too)’
Stonyfield Farm - To provide the very highest quality, best tasting, all-natural, and certified organic products.
Purpose statements for clothing and apparel brands
Patagonia - we are in business to save our home planet
Universal standard - enable people with a size 40 to shop in the same way as a size 00 – using style as their only filter
Finisterre - To design functional and sustainable products for those who share a love of the sea
Factory45 - To help entrepreneurs launch their sustainable fashion brands.
Purpose statements for personal development, health or wellbeing
School of Life - We are devoted to bringing you calm, self-understanding, better relationships, deeper friendships, greater effectiveness at work and more fulfillment in your leisure time.
MC Anderson Cancer Center - working to eradicate cancer
The purpose of the Headspace meditation app - to improve the health and happiness of the world, is visible in all its illustrations.
Headspace - to improve the health and happiness of the world.
Equalize health- We exist to democratize healthcare
Superbetter - To build personal resilience in the face of a serious challenge — like an illness or injury, anxiety or depression.
Purpose statements for sustainable/green tech/regenerative/climate positive companies
Tesla: To accelerate the world’s transition to sustainable transport.
SolarCity wants to see a world where renewable energy is cheaper than fossil fuels.
Unearthodox - To bring together diverse perspectives and ideas for nature and people to thrive together.
Purpose statements for NGOs and charities
WWF - We work to help local communities conserve the natural resources they depend upon; transform markets and policies toward sustainability; and protect and restore species and their habitats.
Last Mile Health - bring a health worker into reach for everyone, everywhere
One Acre Fund - Get African farmers out of extreme poverty.
Client Earth - Activist lawyers securing a healthy planet
Charity Water - To end the water crisis in our lifetime
ColorOfChange.org - wants to see a United States where all Americans are represented, served and protected regardless of race or class.
Acumen - changes the way the world tackles poverty
GirlEffect - works to change the world for girls, so girls can change the world
Habitat for Humanity - is working towards a world where everyone has a decent place to live.
Purpose statements for social/impact-driven commercial enterprises
Peak Vision - Eradicating preventable blindness
Waka Waka - we want to see a world without energy poverty.
Safe Boda - to create a commercially viable network of safe taxi motorbike drivers
Second shot coffee - to tackle homelessness one espresso at a time
All Square - to heal the harms created by the criminal legal system by changing the way criminal records are used and viewed.
Deaf Can Coffee - we exist to inspire Deaf youth to believe in their talents and abilities, engage their passions and interests and foster creative, positive thought in a healthy community that builds each other up and equips them for life, work and family.
Purpose statements for community-based or and grassroots organisations
Creative Commons - seeks to realise the full potential of the Internet to drive a new era of development, growth and productivity
The Mustard Seeds Organisation - We exist to create a Dandora that is green, clean, healthy and safe for all its residents. Not a slum, but an estate!
What is the difference between purpose, mission and vision?
There are many different definitions of purpose, mission, and vision. This makes it hard to say what the difference is because everyone has a different idea of what each is. The truth is, there was not a global meeting of wise people who designed a perfect system of clear definitions and how they all should fit together. ‘Purpose’ is often used as a replacement for the slightly out-of-fashion terms mission and vision.
If you want to keep it simple, we advise creating one clear purpose statement instead of a combination of the three different concepts.
But if you’re keen on understanding the difference, here’s our take.
A vision paints a picture of a future world you are working towards.
A mission describes how you are going to get there.
A purpose captures why your reason for being beyond your self-interest. Depending on how you phrase your purpose, it often combines the mission and the vision (what you do, and what you are trying to achieve).
Do you need a purpose statement if you have a mission and vision - or vice versa?
Some organizations like to get granular and want to have them all. Some grant-funding organizations require all three in grant applications.
For a b corps application, only one mission or purpose statement is required.
If I can’t get my purpose statement shorter, can I summarise it and explain it elsewhere in depth?
Sure thing.
Ashoka uses the catchphrase "everyone a changemaker”. This is the shorthand for a longer statement of purpose of about a paragraph long.
“Ashoka identifies, connects, and supports the world's leading social entrepreneurs, learns from the patterns in their innovations, and mobilizes a global community that embraces these new frameworks to build an "everyone a changemaker world.”
You’re in charge, make it work for you - not the other way around.
Should I test my purpose statement?
You can be very democratic in the purpose definition process, or as a leader (or internal team) you can push onwards on your own.
Patagonia founder Yvon Chouinard famously rewrote the companies purpose statement with one other colleague and introduced it without much fuss. Other organisations that took that approach had a rebellion on their hands.
We would definitely test your draft with your team and a few important stakeholders.
You want to make sure
it’s accurate (it is a good representation of your purpose)
it’s clear (people understand it)
it’s exciting (people read it and want to join in).
How do you test a purpose statement?
Remember that joke, a camel is a horse drawn by committee? Don’t make it a communal writing exercise. The goal here is to gather feedback to see if you are on the right track.
Create a draft purpose statement so you have something to test. You can test in person or create an online survey.
Ask your team or other stakeholders if this draft captures the reason they are involved with your brand, ranging from no not at all to yes very much so.
Ask them if this would give them more direction in their work, with a same range from yes to no.
And finally, ask if they get excited about this purpose, also on a range.
As an open question, you can ask: how would you describe our purpose?
If you are doing the conversation in person, you can ask people who are confused or critical, how they would describe the purpose, or a word that doesn’t work for them, in their own words.
Take suggestions to inspire your final draft.
At the end of the day, you can’t make everyone happy. You will have to make strong choices and stand by them.
Do good purpose statements make you more impactful?
Research from Italy has shown that the ‘richness’ of a mission statement is a deciding factor in impact outcomes.
A clear purpose statement is like a good strategy.
A good strategy “requires leaders who are willing and able to say no to a wide variety of options and interests. It is as much about what an organisation does not do as it is about what it does.” according to the godfather of strategy, Richard Rumelt.
This is what a clear purpose does.
Having a clear purpose or mission statement means that all noses in the organisation point in the same direction.
A good case in point is the introduction of a new mission statement at Patagonia in 2020.
The old Patagonia mission statement was: “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.”
As the environmental crisis got worse and Patagonia understood the potential to do good through regenerative practices, the leadership wrote a new mission statement.
“We’re in business to save our home planet.”
As Yvon Chouinard, the founder of Patagonia, describes in our brand case study: “It was incredibly aspirational. The simplicity of it immediately impacted the team. Employees started asking themselves, ‘What does that mean for the products in my charge? What does that mean for our team? How do we make that change?’ ”
Other outdoor brands took notice, and it rippled out into the entire industry, the fashion industry as a whole, and inspired many brands beyond it.
It’s not just anecdotal evidence that a clear purpose statement creates more focus.
Research teaches us that good purpose statements (or mission, vision statements) ‘provide direction and guidance to an organization, aligning its resources and efforts toward a common goal. Moreover, mission statements serve as a framework for strategic decision-making as they help management identify and evaluate potential opportunities and threats in light of their core purpose and values.’ (Kaplan and Norton, 2004).
It’s always good to take this with a grain of salt.
It’s not proven that a good purpose statement will make an ineffective organization more impactful.
What is the criticism of the purpose trend? Does purpose work?
In the past 15 years, purpose has been hailed by business leaders as a win-win for business and society. You can make a profit ‘while doing good’ - and this has been a big driver for many companies to jump on the trend.
There has been all kind of research to support this claim.
However, the science behind it is not so solid. It’s incredibly hard to separate out all the factors behind an organizations success and attribute it purely to a purpose led approach. Yet marketeers and brand builders keep encouraging the trend.
Richard Sutton, marketer who applies behavioral science and author of The Choice Factory, calls this ‘truthiness’.
Most of the data to support brand purpose come from Jim Stengel’s book ‘Grow’ - and Sutton makes a great case that the methodology in that book is flawed.
We stand by Mark Riston, marketing professor in the UK: “Purpose isn't for people who think it drives profit. It's for people who believe in doing something that makes a difference.”
need more support?
We hope this guide helps you with your B Corp application.
Would you love to throw ideas around with other people building brands for good?
Join the Brand The Change community.
Do you have a purpose statement you’re proud of? 🌍✨
We’d love to add it to the list of examples and link to your website.
It’s a great way to support each other.
Send us an email us at hello@brandthechange.org