Ben & Jerry’s sparks purposeful marketing with employee-driven acts

Ben & Jerry’s, the ice-cream brand, relies on bottom-up input in helping it deliver on its brand purpose of driving social change in important ways.

Matthew McCarthy has spent 22 years in brand management at Unilever, working on a portfolio that ranged from Ragu sauces to Wishbone pet foods, Bertolli olive oil, and Dollar Shave Club’s e-commerce operations.

A year and a half ago he moved to Burlington,...