Having a strong purpose and mission as a brand can drive sales and turn consumers into raving fans.

The footwear industry is a hard-won battle for dominance but we’re seeing that consumers don’t want to choose companies with the profit-first mentality anymore.

The shoes we stand in need to stand for something.

Sustainability is the new cool in the industry. Companies are building their brands on the back of sustainability and having a positive impact on people and the planet, as well as pumping up sales.

These are three brands with big missions that are killing the game right now.

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Allbirds was born from a passion for using natural and sustainable materials inspired by founder Tim Brown’s roots in New Zealand while preserving unmatched quality and versatile style in their products.

They’re on a mission to provide all-day comfort, and sustainability in every step, and source natural materials made from the Earth in place of textiles normally used for footwear and apparel.

With their commitment to these natural materials and sustainability, Allbirds consumers don’t have to compromise between the best quality products and style for the impact they have on the Earth.

The meaning behind the “nothing is everything” campaign is to hit a net zero carbon footprint as a company. This has been adopted as an ambitious company mission that Allbirds means to hit by 2030.

And they’re already surpassing expected timelines.

They unveiled the Allbirds Flight Plan in 2021 to cut their carbon footprint in half by 2025 and were already 60% of the way there within the first 2 years.

Allbirds does a nice job of bringing mission to life, through their detailed sustainability reports. When committing to a cause like zero carbon footprint stakeholders want the details on what you’re doing as a company to make it happen.

Allbirds sustainability reports and updates are featured on their homepage. When you have a cause worth fighting for it doesn’t hide from being the centre of attention. Their Sustainability Strategy walks the user through where the company is today to where it will be at by zero carbon footprint.

Allbirds may have ambitious goals to stop at nothing in hitting zero carbon footprint but that doesn’t mean sales need to halt. The company has seen a steady increase in revenue over the past four years. In their most recent annual earnings report from April of 2023, they were just shy of $300 million for 2022.