Stop Obsessing Over Purpose Statements
Your Brand Is What You Do—Not What You Say
Let’s be real: Nobody ever fell in love with a brand because of a committee-approved, jargon-filled “purpose statement.” We’ve all sat through those workshops—endless edits, watered-down words, and zero impact. #Yawn.
Here’s the truth:
Consumers don’t care what you say you stand for. They care what you do. Your actions are your brand. Period.
Live Your Purpose—Don’t Just Write About It
The brands that win don’t have the flashiest mission statements. They have the clearest track records. The ones we trust? They show us—again and again—what matters to them. The rest? We see right through the marketing fluff.
Actions Over Words. Always.
Purpose isn’t a sentence on your website. It’s in your investments, your priorities, your time, and your partnerships. If your purpose doesn’t drive every decision, it’s just more marketing BS.
If you want to obsess over something, obsess over what you’re actually doing. Here’s what that looks like in the wild:
6 Brands That Let Their Actions Do the Talking
Bombas
What they do:
For every pair sold, they donate a pair to someone in need—over 100 million so far. They’re transparent, quality-obsessed, and relentless about impact.
What we say:
“Bombas makes great socks and gives back. Simple.”
Their official mission:
“To help people in need, focusing on essential clothing for the homeless and vulnerable.”
Another Tomorrow
What they do:
Radical transparency, sustainable materials, and a B Corp structure. Every product tells its own story.
What we say:
“Luxury fashion that’s actually making a difference.”
Their official mission:
“To realign the relationship between people, planet, and product for the curious, compassionate global citizen.”
Allbirds
What they do:
Eco-friendly materials, carbon labeling, and a resale program to cut waste.
What we say:
“Sneakers that are easier on the planet.”
Their official mission:
“To create comfortable and sustainable footwear.”
Body Shop
What they do:
Led the charge for cruelty-free beauty, refill stations, and fair trade empowerment.
What we say:
“Beauty that’s ethical, not just pretty.”
Their official mission:
“To fight for a fairer, more beautiful world.”
REI
What they do:
Co-op profits, #OptOutside on Black Friday, and sustainable gear.
What we say:
“A company that puts nature before profits.”
Their official mission:
“To inspire, educate, and outfit for a lifetime of outdoor adventure and stewardship.”
AirBnB
What they do:
Free housing for those in crisis, local business support, and anti-discrimination policies.
What we say:
“Travel that feels like home, wherever you are.”
Their official mission:
“To create a world where anyone can belong anywhere.”
Purpose Isn’t a Slogan—It’s a Standard
Today’s consumers are allergic to empty words. They want proof. They want consistency. They want brands that show up, not just show off.
The best brands don’t have to announce their purpose. They live it—and let the world do the talking.
I couldn't agree more with you Jim. And I can prove that because I've been writing for brands for many years and only very few of them prove what they say with actions instead of just words. I was thinking that Patagonia is another brand that lets their actions do the talking. Thanks for sharing.
So good! We were just talking about this last week… Everyone’s using the same words to describe their companies—eco-friendly, mission-driven, etc. The words have lost meaning. What really matters is what you do consistently over time