How Pernod Ricard has responded to social disruption with purpose

Geoffrey Precourt

Pernod Ricard, the spirits manufacturer, has responded to social disruption with a purpose-driven mindset that feeds back to its core values.

Shortly after Pam Forbus became chief marketing officer for North America at spirits manufacturer Pernod Ricard, various advertisers joined a boycott of Facebook under the “#StopHateForProfit” banner.

Hundreds of companies pushed back against the social network’s inaction on halting the spread of hateful and misleading content by pausing their expenditure on the platform. And Forbus was faced with an immediate decision to make.

“It was my very first week on the job, and my CEO asked if we should join the boycott,” she told some 6,000 digital registrants at the Association of National Advertisers’ (ANA) 2020 Masters of...

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