The M&S 125 year celebratory ad talks about how M&S has changed the way we do things: the way we eat, the way we dress, the way we treat our planet. People or companies that achieve progress have done so by getting a critical mass of people behind them. How do they get people behind them? Through effective communication of ideas and beliefs.

We have been speaking a little more about being a role model lately. The Co-operative has done it with their ‘Good for Everyone‘ campaign and Nationwide has done it by reminding people of their ethical heritage. Perhaps it is the new focus on ethics brought on by the financial crisis that is prompting brands well regarded in society to remind us about their progressive and ethical heritage.

M&S is ranked as a hero in the Civil Branding Index, which indicates that it is a leader in promoting progressive ideas toward a more civil society, and has a licence to demonstrate their heritage to society. As people are pointing out, this M&S ad is not dissimilar to the recent Sainsbury’s 140 year celebration. In the Civil Branding Index, Sainsbury’s is doing well, ranking as an advocate, but not yet a hero.

‘Champion of a kinder capitalism’ was how journalist Andrew Davidson described the CEO of John Lewis, Charlie Mayfield, in an interview for the Sunday Times recently. I’ve borrowed the term for this post since it fits with the CSR movement and Civil Branding.

I’ve noticed Charlie Mayfield and The John Lewis Partnership have appeared a lot in the media recently. I venture that this has something to do with how well John Lewis business ethos and practice fits with the socially-progressive zeitgeist. Their time has come and we will see them going from strength to strength over the next few years. Indeed, there is talk of them opening convenience high street formats (Waitrose) encroaching on M&S

It seems clear to me that John Lewis’ authentic and socially progressive approach is behind their recent success in the face of adversity. The combination of ‘never knowingly undersold’ and the egalitarian partnership model provide a powerful draw in recessionary times brought on by city greed.

I saw Charlie Mayfield again on Newsnight talking about the desire for balance in our lives. In the context of the anniversary of Lehman’s collapse and all that signifies about the single-minded pursuit of profit and shareholder value. This sounded like a call for other capitalists to increase their socially-progressive impact in order to achieve a more balanced corporate culture in the interest of sustainable business.

I was also recently tweeted by Demos about a report by Will Davies ‘Reinventing the Firm’ to which John Lewis staff contributed looking at employee-owned firms and the vision where democratic companies drive a happier and more sustainable economy.

It’s great to have a CEO of a major company like John Lewis championing kinder capitalism in the business media. What we’d like to see at Brandinstinct is companies communicating their socially progressive ideas and attitudes more often to provide clear signals of good business practice.