In an exclusive interview with Marketing, Greenfield said that ‘too many businesses don’t stand for anything, apart from making money’.
He added: ‘They don’t raise their minimum wage, they don’t take decisions for the common good.’
He argued that Unilever-owned Ben & Jerry’s is a ‘values-led business’ and these values lead to decisions others would deem too risky.
‘There are instances, such as our support of same-sex marriage, where not everyone will agree, but equality is important to us,’ he said.
The ice-cream brand is well-known for its social activism. Greenfield was in the UK to promote its ‘Join Our Core’ drive, which aims to identify the best sustainable entrepreneurial businesses in Europe.