Cause Branding Digest, May 12, 2015

Panera Creates a ‘No No List’ of Ingredients (and Coverage Ensues)
(MediaPost, 05.05.15)

Panera Bread yesterday announced that it is implementing a “No No List” of ingredients for its offerings that is based more on what consumers say they want—and don’t want—than on hard scientific proof that they are bad for you.

Unilever Claims Sustainability Drives Sales as It Readies New Brand Purpose Campaigns
(Marketing Week, 05.05.15)

The “sustainable living brands”, which contribute to the goals the company set out in 2010 as part of its 10 year Sustainable Living Plan, are seeing above average growth according to the company, with high single and double digit sales over the past three years.

Why a Corporate Culture of ‘Kindness’ Is Great for Your Brand
(Forbes, 27.04.15)

Last week I wrote about how you can make employees proud to represent your brand, and part of that has to do with your culture. Some companies create an authentic culture that works uniquely for them. When other companies try to replicate it they fail. Some successful companies have a je noi se qua culture. In French this means “I don’t know what.” Even if those high performing companies can’t define what makes their culture successful, usually they’ve taken steps at the beginning to purposefully integrate values and practices early on.

How Businesses Need to Recruit CSR-Competent Leaders
(GreenBiz, 12.01.15)

What if, at the onset of this century, the boards of America’s big banks had recruited CEOs for their CSR strengths?

“Brands must have a point of view on that purposeful engagement, whether it’s directed toward the environment, poverty, water as a resource or causes such as breast cancer or education. Merely declaring your commitment to a category or cause will not be enough to distinguish your brand sufficiently to see a return on these well-intended efforts.” —Simon Mainwaring