Ben & Jerry’s chief marketing officer Jay Curley opened his Paradigms talk with a direct assessment of the political climate. Society, particularly in the US and Western Europe, is facing a moment in which “authoritarianism is on the rise.”
It is an unusually public statement for a CMO. But it is perhaps less surprising coming from Ben & Jerry’s, the ice cream brand that has made activism part of its identity since the 1980s.
Jay used the presentation as a call for businesses to engage with the issues shaping society, arguing that brands can still take a stand even as the space for corporate activism becomes more complicated. He also offered a glimpse into Ben & Jerry’s approach, making the case that having a voice and taking action doesn’t have to be as “radical” or “revolutionary” as you might think.
