This week’s hot take: Activism isn’t just a marketing gimmick - it can be the heartbeat of a brand.

Lottie and James unpack what makes Ben & Jerry’s the gold standard for activist branding, from fighting for legislative change to structuring their business around social impact. They dive into the difference between “purpose” and true activism, and how Ben & Jerry’s has kept their mission alive, even after selling to Unilever, through bravery, consistency and clarity.

They explore why bravery means being willing to alienate 50% of your audience, how consistency demands embedding activism into every level of the business, and why clarity can keep your mission focused when you’re tempted to take on every cause. Along the way, they share cautionary tales, inspiring case studies, and the tough commercial realities that activist brands face.

If you’ve ever wondered how to launch or sustain a brand that stands for something bold, this episode will make you rethink what’s possible (and what’s required).

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Lottie Unwin founded Up World, Brand Hackers, and Up Talent with a simple goal: helping startups grow. She's learned a thing or two about building brands that people genuinely care about, and now she puts that knowledge to work supporting ambitious startups who want to make their mark. She loves nothing more than seeing brands find their confidence and voice - and she's not afraid to share the real ups and downs of her own journey along the way.

James Hickson heads up Brand Hackers, where he helps make ambitious brands famous. After working with the likes of Innocent Drinks and BrewDog, he fell in love with the world of FMCG startups and never looked back. James is passionate about working with founders who want to shake things up and build brands people can't stop talking about.

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