Published on May 1, 2025
1 in 3 Fortune 500 companies use corporate purpose statements to build brands around their customers.
The best purpose statements weave values into the corporate DNA. Corporate purpose statements are founded on what companies and organizations do best to advance or improve people’s lives. Companies that excel at purpose move beyond a statement of corporate social responsibility. They reinvent themselves from the inside out, based on their purpose, and then measure their impact.
Purpose Brand’s 2025 review identified 170 purpose statements from Fortune 500 companies, compared to 111 in our 2022 report. Most companies have mission statements, a mainstay in corporate governance frameworks. By contrast, a purpose statement reflects a company’s stake in customer and community prosperity. Only 1 in 3 companies take this extra step to connect their brands to motivational values.
While some companies view purpose as a reputation-enhancing initiative, others make it a cornerstone of their communication with stakeholders. While neither approach is inherently superior, this contrast is clear from the placement of companies’ purpose statements. In presenting purpose statement examples, we noted that presenting purpose as part of “Our Story” is different from detailing it only in an environmental, social and governance (ESG) report or a career recruitment microsite.
Diane Primo, Purpose Brand’s CEO, identified the emerging space for brand purpose in The Purpose Report. Purpose should be leveraged. Consumers care about purpose-driven initiatives and want companies to care too: 4 in 5 people surveyed believe a brand or company should have a purpose beyond making money. Companies that incorporate brand purpose into their corporate governance stand to gain.
These purpose statement examples from Fortune 500 company websites represent aspiration, not necessarily reality. Each reader must examine a company’s culture, content and actions to understand whether a company is purposeful.
What Is an Example of a Purpose Statement?
A purpose statement can be a corporate branding slogan incorporated into logos or a positioning statement deep within a corporate social responsibility report. Many Fortune 500 purpose statements are featured on the company’s website home page or About section, and here we’ve linked to each of them. These purpose statements show how major companies value their products as a social good in themselves, independent of the values and principles that produced them.
Customers purchase goods and services as a means to an end, and a purpose statement captures that ultimate end goal to improve their lives and the lives of others. They may not be labeled as such, but branding frequently repeats the phrases to reveal the change consumers want to see in the world.
Purpose statements are key to corporate branding. Many slogans reflect the company’s focus on customer objectives. Of the 111 companies that Purpose Brand identified in 2022, 52—nearly half—since then have adopted taglines, trademarks or other marketing phrases that reflect stakeholder values even more clearly. The new examples of corporate purpose statements “in the wild” show how engaging and motivating branding starts with purpose.
These 170 companies in the most recent Fortune 500 ranking find their corporate purpose meaningful enough to share it with the world explicitly.
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- ABM Industries: Take care of the people, spaces and places that are important to you.
- AbbVie: Discover and deliver innovative medicines and solutions that address complex health issues and enhance people’s lives.
- Adobe: Changing the world through personalized digital experiences.
- Advance Auto Parts: Passion for Yes!
- Aecom: Built to deliver a better world.
- Alcoa: Turn raw potential into real progress.
- Allstate: Helping you live a life well protected.
- Ally: Everyone is better off with an ally.
- Alphabet (Google): Navigating people to better mobility—and making life easier.
- Amazon Strive to be Earth’s most customer-centric company, Earth’s best employer, and Earth’s safest place to work.
- AMD: Powering the products and services that help solve the world’s most important challenges.
- American Airlines: Care for people on life’s journey.
- American Family Insurance: Inspire, protect and restore dreams.
- Anywhere Real Estate: Lead the world on a better real estate journey.
- Apple: Serves the public good, empowers people around the world, and binds us together as never before.
- Applied Materials: Our innovations Make Possible a Better Future.
- Aramark: Empower our people to create experiences that matter.
- Archer Daniels Midland: Unlocking Nature, Enriching Life.
- Assurant: Assurant Helps People Thrive in a Connected World.
- AT&T: Connecting people to greater possibility – with expertise, simplicity, and inspiration.
- Ball: Unlock the infinite potential of aluminum to advance a world free from waste.
- Bank of America: “What would you like the power to do?”
- Bank of New York Mellon: Making money work for the world.
- Bath & Body Works: Help the world live more fully through the power of fragrance.
- Becton Dickinson: Advancing the world of health.
- BlackRock: Help everyone experience financial well-being.
- Booz Allen Hamilton: Empowering people to change the world.
- BorgWarner: We design and manufacture the systems that define the way the world moves forward.
- Campbell Soup: Connecting people through food they love.
- Cardinal Health: Scaled solutions that help our customers thrive in a changing world.
- CarMax: Drive integrity by being honest & transparent in every interaction..
- Casey’s General Stores: Make life better for communities and guests every day.
- Caterpillar: Help our customers build a better, more sustainable world.
- CDW: Make technology work so people can do great things.
- Cencora: Create healthier futures and accelerate positive outcomes for our customers and their patients.
- Centene: Transforming the health of the community, one person at a time.
- CenterPoint Energy: Your community is our community. Let’s grow—together.
- Chevron: Develop affordable, reliable, ever-cleaner energy that enables human progress.
- CHS: Creating connections that empower agriculture.
- Cigna: Advocate for better health through every stage of life.
- Citigroup: Built for a world of complexity.
- Coca-Cola: Refresh the world. Make a difference.
- Cognizant: Engineering modern business to improve everyday lives.
- Corteva: Enrich the lives of those who produce and those who consume, ensuring progress for generations to come.
- Costco: Obey the law. Take care of our members. Take care of our employees. Respect our suppliers.
- Coty: Unleash every vision of beauty.
- CSX: Capitalize on the efficiency of rail transportation to serve America.
- CVS Health: Bringing our heart to every moment of your health.
- Dana: Powering prosperity.
- Danaher: Accelerating science and technology to improve human health.
- Dick’s Sporting Goods: Creates confidence and excitement by personally equipping all athletes to achieve their dreams.
- eBay: Connect people and build communities to create economic opportunity for all.
- Ecolab: Make the world cleaner, safer and healthier.
- Elevance Health: Improve the health of humanity.
- Edward Jones: Caring for more clients, colleagues and communities, more completely.
- Entergy: We power life today and for future generations.
- Equinix: Help you accelerate innovation.
- Equitable: Helping our clients live their lives with confidence.
- Erie Insurance: Striving to provide as near perfect protection as humanly possible.
- Estée Lauder: Shaping the Future of Beauty.
- Exelon: Powering a cleaner and brighter future for our customers and communities.
- Expedia: Travel is a force for good.
- ExxonMobil: Create sustainable solutions that improve quality of life and meet society’s evolving needs.
- Fiserv: Move money and information in a way that moves the world.
- Fluor: Build a Better World.
- Foot Locker: Ignite the inner sneakerhead in everyone we serve—celebrating sport, style and the cultural power of sneakers.
- Ford Motor Co.: To drive human progress through freedom of movement.
- Gallagher: We help you face your future with confidence.
- GE HealthCare: Create a world where healthcare has no limits.
- GE Aerospace: Advancing flight for future generations.
- General Mills: Making food the world loves.
- General Motors: Pioneer the innovations that move and connect people to what matters.
- Goldman Sachs: Be the world’s most exceptional financial institution, united by our shared values of partnership, client service, integrity, and excellence.
- Goodyear: Enabling mobility.
- W.W. Grainger: We Keep the World Working.
- Graybar: The vital link in the supply chain, adding value for customers and suppliers with innovative solutions and services.
- HCA Healthcare: We work for the beautifulness of every patient.
- Hershey Co.: Making more moments of goodness.
- Hertz: Seamless car rental for all your Let’s Go moments.
- Hess: Be the world’s most trusted energy partner.
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- Hewlett Packard Enterprise: Advance the way people live and work.
- Hilton: Spread the light and warmth of hospitality.
- Home Depot: Put customers and associates first, and the rest will take care of itself.
- Hormel Foods: Inspired People. Inspired Food.
- Huntington: Make people’s lives better, help businesses thrive, and strengthen the communities we serve.
- Ingredion: Bring the potential of people, nature and technology together to make life better.
- Insight: Help you achieve your most ambitious IT goals.
- Intel: Create world-changing technology that enriches the lives of every person on earth.
- International Flavors & Fragrances: Make joy through science, creativity & heart.
- Interpublic: Solve the complex and creative challenges facing marketers in a fast-changing world.
- IQVIA: Drive human health outcomes.
- Jacobs: Challenging today to reinvent tomorrow.
- J.B. Hunt: People you trust. Technology that empowers. Capacity to deliver.
- JLL: Shape the future of real estate for a better world.
- JPMorgan Chase: Supporting global and local economies by delivering value for our shareholders and investing in the progress of our clients and our employees.
- Kellanova: Creating better days and a place at the table for everyone.
- Keurig Dr Pepper: Drink Well. Do Good.
- KLA: Making an impact that contributes to advancing humanity.
- Kohl’s: Take care of families’ realest moments.
- Kroger: Feed the Human Spirit.
- Kyndryl: Make the complex simple to enable customer innovation.
- Eli Lilly: Turning science into healing to make life better for people around the world.
- Lululemon: Elevate human potential by helping people feel their best.
- Lumen: Unleashing the world’s digital potential.
- M&T Bank: To make a difference in people’s lives.
- MASCO: Delivering better living possibilities.
- Mass Mutual: Help people secure their future and protect the ones they love.
- Mastercard: Reshape the digital economy so everyone—individuals, financial institutions, governments and businesses—can realize their ambitions.
- McKesson: Advancing health outcomes for all.
- Merck: Use the power of leading-edge science to save and improve lives around the world.
- MetLife: Always with you, building a more confident future.
- Microsoft: Empower every person and every organization on the planet to achieve more.
- Molson Coors: Unite people to celebrate all life’s moments.
- Mondelez: Empower people to snack right.
- Motorola Solutions: Help businesses run better and people live better, because we’re all at our best when we feel safe.
- Newell: Delight consumers by lighting up everyday moments.
- Newmont: Create value and improve lives through sustainable and responsible mining.
- NOV: Power the Industry that Powers the World.
- NRG Energy: The power to empower.
- Office Depot: Doing the right thing—for our shared planet, our valuable communities, and the future of how we service and support our customers.
- Oneok: Deliver energy products and services vital to an advancing world.
- Oventiv: Our products fuel the world—we make modern life possible.
- Owens & Minor: Delivering comfort and confidence behind the scenes so healthcare stays at the forefront.
- Owens Corning: Our people and products make the world a better place.
- Parker: Enabling Engineering Breakthroughs that Lead to a Better Tomorrow.
- Philip Morris International: Deliver a smoke-free future.
- Pfizer: Relentless pursuit of breakthroughs that change patients’ lives.
- Polaris: Powering passion and pioneering new possibilities for all those who play, work and Think Outside.
- PPG Industries: Protect and Beautify.
- Principal: Helping more people and businesses make financial progress.
- Procter & Gamble: Improve the lives of the world’s consumers, now and for generations to come.
- Progressive: Help people move forward toward their fullest lives.
- PVH: We power brands that drive fashion forward – for good.
- Quest Diagnostics: Create a healthier world, one life at a time.
- Ralph Lauren: Inspire the dream of a better life through authenticity and timeless style.
- Rite-Aid: Help you achieve whole health for life.
- Rockwell Automation: Making the world more productive and sustainable.
- Rush: Provide superior customer service with every interaction and support our customers whenever and wherever they need us.
- S&P Global: Accelerate Progress.
- Sanmina: Improving the lives of the people we employ and the health of our communities.
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- SAIC: Advance the power of technology and innovation to serve and protect our world.
- Schwab: Champion every client’s goals with passion and integrity.
- Seaboard Foods: Feed people around the world.
- Securian: Build secure tomorrows.
- Smucker: Feeding connections that help us thrive – life tastes better together.
- Sonic Automotive: Deliver an experience for our guests and teammates that fulfills dreams, enriches lives and delivers happiness.
- Southwest Airlines: Connect People to what’s important in their lives.
- SpartanNash: Deliver the ingredients for a better life.
- Stanley Black & Decker: Dedicated to making great tools–and making a better world.
- Starbucks: Pursuit of doing good.
- State Street: Create better outcomes for the world’s investors and the people they serve.
- Sysco: Connect the world to share food and care for one another.
- Target: To help all families discover the joy of everyday life.
- TD Synnex: Empowers IT innovators, ecosystem partners and technology talent to achieve great outcomes.
- Thrivent: Empower lives of service and faith.
- Truist: Inspire and build better lives and communities.
- Tyson Foods: Feed the world like family.
- Union Pacific: Deliver North America’s safest, most reliable and most efficient supply chain solutions.
- United Airlines: Connecting people. Uniting the world.
- UnitedHealth: Helping people live healthier lives and helping make the health system work better for everyone.
- UPS: Enable global commerce.
- Unum: Helping the working world thrive throughout life’s moments.
- Verizon Communications: Power and empower how people live, work and play.
- VF: Connecting people to the lifestyles, activities and experiences they cherish most.
- Walgreens Boots Alliance: Creating a better world through health and wellness.
- Walmart: Build a better world — helping people live better and renew the planet while building thriving, resilient communities.
- Wayfair: Reinventing the way people shop for their homes.
- Wells Fargo: Help people go further with their money.
- Westlake: Safely and reliably providing quality and sustainable products and services that enhance people’s lives every day.
- Williams: Used every day to heat our homes, cook our food and generate our electricity.
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