Tag: BrandActivism

Many business leaders shy away from being labeled woke. Some even see it as an insult. Mark Constantine, the co founder and chief executive of Lush, feels the opposite. He openly embraces the term and has built his entire company around those values. Lush is widely known for mixing activism with its colorful bath bombs. Over the years, the brand has taken strong public positions on issues such as trans rights, police accountability, and humanitarian crises. These choices are not side campaigns. They sit at the heart of the business. At 73, Constantine continues to guide the company using the same principles that shaped it from the start. What began as a small shop in Dorset has grown into a global brand with 869 stores and yearly revenue of 690 million pounds. Despite this scale, the company has not softened its stance to please everyone. Lush has often taken actions that many retailers would avoid. It stepped away from several social media platforms due to concerns about their effects on young people. More recently, the company closed its stores for a full day to protest against starvation in Gaza. These moves drew attention, but they also reinforced the brand’s identity. Constantine describes himself as a nerd who loves learning. His mornings begin early, filled with meditation, posture practice, and writing about birdsong. Still, his message to critics of his values is direct. If you oppose what Lush stands for, he says, the shop may not be for you. This approach stands out at a time when many businesses avoid cultural and political topics to protect profits. Brands fear backlash or lost customers. Constantine believes that avoiding values is a bigger risk. He points to Ben and Jerry’s as another company known for activism. However, he feels their decision to sell the business weakened their independence. In his view, once a company is owned by others, it becomes harder to protect its original mission. Ben and Jerry’s co founder Ben Cohen has said the sale was not a choice but a legal outcome of being publicly traded. He adds that the brand’s social mission was written into the agreement and expresses respect for how Lush continues to use its voice without compromise. For Constantine, staying independent means staying honest. To him, business success and social responsibility do not cancel each other out. They work best when they move in the same direction
Business

Lush Co Founder Embraces Woke Values as the Core of His Business Vision

Many business leaders shy away from being labeled woke. Some even see…

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