Huffington Post – On June 2, while many other brands in the United States were posting a black square to their social media accounts and making carefully worded statements about racism in the wake of George Floyd’s death, Ben & Jerry’s had a much more direct message. The ice cream company tweeted an image that in bold letters read: “WE MUST DISMANTLE WHITE SUPREMACY.”

Among the flood of bland and empty corporate platitudes, the post stood out. It was no viral fluke, but the product of decades of brand development around social activism.

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