Brand Activism – Making Change from Within


Hilary Berg – Managing Director, One Planet

Alex Beasley – UK Country Manager, Patagonia

Peter Gilheany – Director, Forster Communications



  • Big Thinking
  • Climate Emergency
  • Retail

Companies and brands are increasingly showing off their community and environmental credentials, but some of them argue that their whole raison d’etre is to make the world a better place.

The founders of Patagonia say their outdoor gear is just a way for them to campaign on the issues that really matter. Far from hanging on a bandwagon to sell more products, some firms say they’ll actively go against what would be in their own marketing interests if the cause was right. And then there is the work they do behind the scenes, convincing governments to change policies. Do we buy all that? In this session we will hear from experts working in brand activism and we will ask if this is a new and more earnest way of being.

We are seeing a rising number of mission-minded organisations dedicated to achieving social and environmental outcomes through the market, rather than political or civic action, and using their brand power as a campaign platform.

How can businesses leverage their capabilities and influence to mobilise supporters towards action in support of social change? We hear from in-house activists and social intrapreneurs – campaigners who infiltrated corporate corridors to change companies for the better, from the inside out.


The Good Business Festival is passionately non-exclusive. It’s not about what you do or who you know. It’s not about agreeing on everything all of the time. It’s about everyone working towards a better world – no matter where you’re starting from.

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