Cause Marketing

In my never-ending quest to root out new cause-related marketing buzzwords, I came across this one: “all-benefits companies.” It means companies that are in business to give away all their distributable profits after expenses and profits. Newman’s Own is a prominent example, but I came across the expression on the website for PeaceKeeper Cause-Metics. We all know the story of Newman’s Own. Paul Newman and his friend, author A.E. Hotchner whipped up a batch of salad dressing and sold it to neighbors. It was an instant and unlikely success… as a funny little slide show on the company website explains… that led to an extensive food product line. Since 1982 Newman’s Own has given more than $200 million to charity. According to its website, PeaceKeeper has set a very similar goal for itself. PeaceKeeper sells a line of mineral makeup including lipstick, lip gloss, lip balm, and nail polish. The products, PeaceKeeper tells us, are made without a long list of harmful (usually artificial) ch...