Think branding statement

Responsible brands all exhibit some type of social mission or purpose—this responsibility isn’t an "add on," but rather a value or set of values that live deep in the very DNA of the brand.

Brand Responsibility is built on three pillars—authenticity, courage and commitment to social good. Authenticity encompasses continuity (a brand’s history), credibility (a brand that shows they’ve accomplished what they set out to do), integrity (a brand’s moral principles), and symbolism (a brand that adds meaning to people’s lives).