How Ben & Jerry’s put fearless activism at the core of their social mission

We need businesses and brands to have a tangible, positive impact on the world. Employees, customers and consumers expect it; they want to see the companies they work for and shop from take a stand on the issues they care about. But when those issues are complex and at times polarising, how does a business take action credibly and consistently, whether playing the role of advocates or activists?To mark World Refugee Day, Becky Willan talks to Jessie Macneil-Brown, Head of Social Mission Europe at Ben & Jerry’s. It’s not only an iconic global ice cream brand, it’s vocal on the the rights of refugees and asylum seekers - one of the biggest issues of our time. It’s a political battleground and fraught with tension in the media. But for Ben & Jerry’s, they’ve not been afraid to stand firm. Jessie tells us exactly how the brand has advocated for safe routes, and helped entrepreneurial refugees resettle and thrive in their new homes. In this episode you’ll learn how to maintain your stance in the face of criticism, create safe spaces for open dialogue, and educate your staff on the right language to use. -Do you want to learn how to build a purpose-driven business from Given, the consultancy that’s helped some of the world's largest organisations become purposeful? Download the Insiders’ Guide to Purpose HERE.