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When Pamela Forbus stepped into her role as chief marketing officer for international alcohol conglomerate Pernod Ricard’s North America division in June, things were anything but calm.
Americans were struggling to come to terms with the way the pandemic upended everything from business and vacation plans to accessibility to everyday necessities—and the police killing of George Floyd in Minneapolis on May 25 had reenergized activists pushing for racial justice across the country.
On top of all that, hate speech and misinformation proliferated on social media platforms—places that people were relying on more than ever to connect with friends, family and news sources during periods of pandemic-induced lockdowns.