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...

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