Mission-driven organizations are the future, says Caleb Gardner, deputy digital director for content strategy at Organizing for Actionone of the largest grassroots organizing groups in the United Statesand partner at 18 Coffees. Though it may seem like a company mission is only something grassroots efforts or nonprofits should have, Gardner says having one is integral to every brand. Theres no such thing as the absence of a mission, Gardner says. If you dont have, and share, a mission, people will assume its making moneyand thats not very compelling. In his keynote address at the Utah PR Spring Conference this month, Gardner shared how having a company mission will help increase your brands power and influence: Its always been a challenge to get people interested in your brand, and with social media bringing everything to your audience within a few keystrokes, the competition for consumers attention is fiercer than ever.