ORLANDO — These days, there isn’t a big brand that doesn’t profess “sustainability” to be a key goal.

But is a passion for good things any more than a marketing stunt? To Brad Hiranaga, sustainability is anything but.

In this video interview with Beet.TV, the chief brand officer of breakfast cereal maker General Mills says aiming for “good” has multiple pay-offs.

“We have this motto that the ‘G’ is for ‘good’ and it’s kind of been built on that principle of doing good, not just good for sales but good for people, communities, the planet,” Hiranga says. “And so, that resonates really strongly with me because that is such a critical part of I think what consumers expect companies and brands to deliver.”

So far, so good. “Good for the planet” is a standard benefit of sustainability overall. But “good for sales”, and good for General Mills?

“That conversation (is) being really connected down into how we think about talent and organizations and culture within our companies,” Hiranga explains. “People want to come work for companies that believe in that and then not only believe in it but actually take action behind it.

“So I think that there’s a tremendous amount of getting better talent, a better kind of passion in people’s jobs when you’re trying to achieve a mission that’s about doing good.”

Sustainability was one of the key priorities discussed by CMOs of global brands convened in Orlando by CMO Growth Council, a group formed by Cannes Lions International Festival of Creativity.

Having heard the views of more than 200 chief marketers, the group will go on to digest those views in a discussion during the June 2019 Cannes Lions festival.

This segment is from CMO Growth Council presented by the ANA and Cannes Lions. Beet.TV coverage is sponsored by the FreeWheel Council for Premium Video. Please find more videos from the series here.