What does your company stand for? No, not the polished words on your website’s “about” page, but the real, visceral purpose behind your business. Odds are, you thought of some broad, well-crafted mission statement about innovation, values, or even making the world a better place. There’s nothing wrong with that, but statements like these don’t move people anymore. Consumers aren’t inspired by brands alone —they’re inspired by movements. If your company isn’t “rebelling” against something, it’s not just holding itself back – it’s becoming irrelevant.
More than one-third of U.S. consumers simply aren’t loyal to traditional brands anymore. They’re moving toward companies that challenge norms, disrupt systems and make bold, unapologetic stands. What are we doing to capture that energy and loyalty? What are we rebelling against?
The Birth of the “Rebellion” Statement
The idea of “rebelling” against something in business isn’t new—Apple’s game-changing “Think Different” campaign in the 1990s was a battle cry for rebels and creatives everywhere. Apple wasn’t just inventing products, it was challenging the very notion of what computers could be. It wasn’t just about functionality – it was about empowerment. The result? Apple ended up not just selling technology, it inspired a movement – one that continues to shape how we connect with the world today.
Most mission statements feel static, confined and, honestly, uninspiring. Having a “rebellion” statement, in contrast, can force us to rally against outdated systems, entrenched power structures, or complacency in our industries. It’s active, not passive. Instead of asking, “What do we do well?” it demands that we ask, “What broken system are we here to fix? Whose lives can we genuinely improve? What hypocrisies can we expose?”
OpenAI gets this. Sam Altman didn’t set out to build just another AI company; OpenAI was founded as a “rebellion” against Big Tech’s monopoly over artificial intelligence. Their aim was to democratize AI with tools like ChatGPT, reshaping how people engage with technology – not just corporations, but individuals.
Netflix didn’t simply want to deliver entertainment – it chose to disrupt the grip of cable TV and Hollywood’s archaic models. The truth is, driven in part by their “rebellious” purpose, these companies didn’t just carve out market share, they redefined what their industries could look like.
The Problem with Playing it Safe
Today, 62% of consumers expect companies to take a stand on social, cultural and environmental issues close to their hearts. Playing it safe – in messaging or action – is no longer safe at all. Consider what happened when Target pulled back on its DEI (Diversity, Equity, and Inclusion) initiatives after public criticism. Foot traffic plummeted, boycotts emerged and the retreat ultimately tarnished the brand’s integrity in the eyes of many consumers. Why? A brand that once symbolized inclusivity became synonymous with hesitancy.
Patagonia, however, offers an important lesson to the contrary. The company actively rebels against overconsumption and environmental destruction. Patagonia’s bold step to encourage people to buy less or repair old products isn’t just smart business – consumers trust the brand because it aligns its actions with its “rebellion” against environmental harm. Patagonia’s rebellious spirit creates believers, not just buyers.
So the real risk isn’t in taking a stand. It’s in blending into the noise of mediocrity or hesitancy.
Why “Rebellion” Matters
The sense of “rebellion” is at the heart of everything that drives consumer and business progress. It’s what turns companies into movements. People don’t just buy products, they invest in futures. They want to belong to a brand that challenges “business as usual.” They crave disruption. Why else would Nike’s controversial stance on social justice, including the Colin Kaepernick campaign, resonate so powerfully? Sure, that decision wasn’t safe, sparked backlash and boycotts. But Nike reminds its customers that it’s not just about running faster or jumping higher – it’s about standing taller too. And it paid off. Their younger, values-driven audience now sees Nike as more than a brand – it’s an ally.
The truth is “rebellion” differentiates. It elevates. And most importantly, it creates a community around shared values.
Crafting Your “Rebellion” Statement
If your company doesn’t already have a “rebellion” statement, the time to create one is now. Start here:
1. Name the Problem
What’s the system, standard, or injustice your company wants to challenge? Don’t sugarcoat it. Be direct. OpenAI challenged exclusivity in AI. Netflix challenged traditional TV models. Your business exists because something wasn’t working. What is it?
2. Be Bold But Authentic
Your “rebellion” statement has to feel real. Consumers see through inauthenticity in seconds. Patagonia isn’t fighting environmental harm for good PR- the founders live and breathe the mission. Is your stance coming from who you are as leaders – and does your entire organization believe in it?
3. Rally Your Customers, Employees, Shareholders
This isn’t about you – it’s about them. Invite your audience into the fold. How can they join you in your purpose? How does their involvement drive the change they want to see?
4. Prove it Through Action
Words aren’t enough anymore. Customers want receipts. Whether it’s taking action, reinvesting profits into meaningful causes, or transforming how business is done internally, your actions must back your “rebellion”.
5. Make it Last
A “rebellion” that turns into a mainstream movement isn’t a one-time campaign, it’s a long-term commitment. Create a vision that goes beyond quick wins and resonates for years to come. How will your company keep pushing boundaries, evolving and staying true to its “rebellious” purpose as the world changes?
Look Beyond the Sale—Lead the Movement
We’re no longer living in a world where consumers make decisions based solely on product features or price points. They crave deeper meaning. They hunger for something larger than themselves – a cause, a movement, a “rebellion”.