In this episode, host Neil Callanan is joined by Seth Laxman, the Advocacy and Activism Campaigner at Lush Cosmetics North America. Seth discusses how his background at Greenpeace USA informed his current role, where he transforms 200 retail locations into hubs for social and environmental movement-building. They explore the unique Lush model of "in-store campaigning," which treats social issues with the same creative energy and marketing "treatment" usually reserved for major retail holidays like Valentine’s Day.

The conversation dives into the tactical realities of turning retail staff into "boots on the ground" organizers through intensive training and the internal "We Believe" statement that mandates advocacy across the business. Seth shares insights on Lush’s bold 2021 departure from major social media platforms like Meta and TikTok, explaining how the brand prioritizes high-quality, face-to-face human interactions over digital data points. Listeners will walk away with a deeper understanding of how to embed purpose into the foundational DNA of a company rather than treating it as a side initiative.

• Follow Seth and Lush Cosmetics
  • Lush Cosmetics North America: https://www.lush.com/us/en_us (The official website for the fresh, handmade cosmetics brand).
  • Lush Cosmetics LinkedIn: https://www.linkedin.com/company/lushcosmetics/ (The primary social platform where the brand maintains an active presence).
  • Seth Laxman LinkedIn: https://www.linkedin.com/in/sethlaxman/ (Seth's personal professional profile).

• Seth's recs
  • Greenpeace USA: https://www.greenpeace.org/usa/ (Seth’s former organization where he served as a climate campaigner). 
  • People vs. Fossil Fuels: https://peoplevsfossilfuels.org/ (A coalition Seth worked alongside during his time in environmental advocacy). 
  • Seventh Generation: https://www.seventhgeneration.com/ (A brand Seth looks up to for their advocacy work).
  • NY Renews: https://www.nyrenews.org/ (The coalition behind the Build Public Renewables Act supported by Seventh Generation).
  • Maintenance Phase: https://www.maintenancephase.com/ (A podcast Seth recommends that debunks health misconceptions).
  • Ministry for the Future by Kim Stanley Robinson: https://www.hachettebookgroup.com/titles/kim-stanley-robinson/the-ministry-for-the-future/9780316300131/ (A climate fiction book Seth recommends for its imaginative storytelling).

• Get your sandwich
  • Brooklyn Hero Shop: https://brooklynheroshop.com/ (Seth’s local spot for classic, giant sandwiches—specifically the fried chicken cutlet).