Christopher Miller, global head of activism strategy at Ben & Jerry’s, believes he has the best job in the world. “I see myself as a campaigner that works inside of a for-profit ice cream company. It is a job that is not common in the corporate world,” he told Inside Retail. The global ice cream brand has never shied away from talking about big issues, making its stance known on everything from marriage equality to mandatory labelling of GMO foods. But in recent years, tackling racial
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t in recent years, tackling racial injustice has been at the top of the agenda.
Miller, who started his career in the halls of congress working for Senator Bernie Sanders, spoke to Inside Retail’s Ruth Hogan via video call from Vermont, hours after the historic inauguration of President Joe Biden and vice president Kamala Harris on January 20.
In this video he shares an insight into the work behind these campaigns, and why the brand refuses to just “shut up and sell ice cream”.
