“He’s not skilled in working a P&L, but he knows how to organise and build a grassroots movement. Ben and Jerry’s has a long history of political, social, and environmental activism.

"An increasing number of companies, from McDonald's and General Electric to Sephora and Goldman Sachs, have turned to podcasts in recent years as a vehicle for brand building, reputation management or to showcase expertise in areas that relate to their products. Ben & Jerry's is known for being outspoken about social justice issues, and they are able to do so with the help of hired Activism Managers. We may earn commission from the links on this page. They don’t teach those skills in business school,” Peterson says.This culture appears to stem from the very top. And when the company took a stance a decade ago against ingredients derived from genetically modified organisms and erected the first of several billboards about the cause, then-CEO Jostein Solheim got a call from Kees Kruythoff, who headed Unilever’s business in the U.S. and served on the board of the Grocery Manufacturers of America Inc., which is pro-GMO.

Richmond, The American International University in London. The 2014 protests in Ferguson, Missouri, following the police killing of unarmed Black teenager Michael Brown, ignited Ben & Jerry’s campaign work for racial justice, and in 2016 it took the stance to support the BLM movement officially.“That’s when our company became very intentional about focusing on issues of racial justice, wanting to engage and work with our partners on dismantling white supremacy, and ending systemic racism,” Paul says.Since then, it has partnered with the NAACP North Carolina State Conference, the American Civil Liberties Union, Color of Change, and other civil and human rights groups to address issues ranging from voting rights to poverty.“As our partners’ work has ramped up over the past few weeks, so has ours. It has a budget that’s as large as a fifth of the marketing department’s discretionary spending, which runs into the millions of dollars. Almost all the world's largest law, tax, accounting and consulting firms have "dozens or even hundreds of series," usually associated with a specific service line, it said in a The Who We Are podcast, produced by Vox Media's brand studio Vox Creative, is the media company's first original series produced in partnership with a brand, according to a spokesperson.

It’s challenging, Miller acknowledges, even for a company that’s long tried to be a rising voice for change. The brand worked with Vox Media to help manage the production of the podcast, according to Chris Miller, its head of global activism strategy. “A lot of companies say ‘Black Lives Matter,’ but Ben & Jerry’s has actually put energy, time, and flavor behind Black Lives Matter. Facebook Inc. saw hundreds of employees Mittal, a human-rights and environmental activist who founded the When this year’s protests began, many companies tried to write tickets seating themselves on the right side of history, expressing solidarity with the Black Lives Matter movement, which formed in 2013 after the acquittal of the man who shot and killed Trayvon Martin, a Black teenager, in Florida. While the board’s seven directors do include four women and three people of color, two of whom are Black, the majority of its workforce and leadership, she says, remain “all very White.” In part this reflects Vermont’s demographic makeup—the state is 94% White—so Ben & Jerry’s has been seeking other ways of becoming more diverse. Raconteur spoke to Ben & Jerry’s US activism manager, Jabari Paul, about the ice cream maker’s approach to its advocacy work and how it engages its workforce with a greater corporate purpose beyond profits He recently took part in a Cannes Lions virtual event alongside civil rights activist Ben Crump, and NFL player and activist, Malcolm Jenkins, discussing the importance of brands taking a stand against institutional racism in the aftermath of the police killing of George Floyd and the resurgence of the BLM movement.“For [Ben & Jerry’s], it’s all about turning our fans, who may come to our platforms because they’re only interested in ice cream, into activists, by trying to move them up the ladder of engagement,” Paul told the panel. ""Who We Are is dedicated to making sure that whichever way we go, we go in that direction with knowledge of exactly what we've done in the past," he added.Lawmakers unveil bipartisan bill named after Vanessa Guillen to change sexual harassment reporting in militaryMcDonald's Travis Scott Meal proves to be popular, leading to shortages and upcoming change That’s a particularly uncomfortable fact at a moment when glucose is increasingly regarded as the new tobacco, and it clashes, too, with the company’s work in support of Black Americans, who are more likely to contract Type 2 diabetes than Whites. In his view, the company’s expressions of principle serve, rather, to cement its long-term standing with socially minded fans.