“It’s about being a whole, collective organization; that is how we can work on real issues because we have people in the organization who believe in this stuff.”
“Ben & Jerry’s and Levi’s both believe promoting social causes is crucial to the future of their brands, but in order for it to work activity has to be closely aligned with a brand’s core values.”
Article: How Ben & Jerry’s and Levi’s Put Activism at the Heart of Their Brands