Jennifer Sey give up a prime job at Levi’s to talk freely about COVID guidelines : NPR


Former Levi’s govt Jennifer Sey speaks at a convention in 2018.

Lintao Zhang/Getty Pictures for The Enterprise of Vogue

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Lintao Zhang/Getty Pictures for The Enterprise of Vogue

Former Levi’s govt Jennifer Sey speaks at a convention in 2018.

Lintao Zhang/Getty Pictures for The Enterprise of Vogue

Within the spring of 2020, at the beginning of the coronavirus pandemic, Jennifer Sey took a hard-line, controversial place: Faculties ought to keep open.

On the time, Sey was chief advertising and marketing officer at Levi Strauss & Co., with 21 years on the firm. Later within the 12 months, Sey acquired promoted to Levi’s model president — on a path to doubtlessly change into the subsequent CEO. As an alternative, she has now resigned.

“In the end,” Sey instructed NPR, “nearly a month in the past, the CEO stated to me, ‘There’s simply not a path for you right here.’ You recognize, ‘It is all an excessive amount of.’ “

Sey’s resignation made a giant splash, as she stated she walked away from a $1 million exit bundle, which might sometimes embody a nondisclosure settlement. Levi’s says no such supply was formally made. Both method, Sey’s exit has prompted huge questions on companies and speech.

The place is the road between private {and professional} opinions? And is that line totally different for high-level executives?

Private model vs. firm model

Sey had constructed her private model round outspokenness: She’s a former elite gymnast who has written a e-book and produced a documentary about abuses within the sport.

Throughout the pandemic, Sey took to Twitter, op-eds and native TV, talking out towards shutdowns of faculties and playgrounds. She wrote in regards to the influence of distant studying on college students and finally opposed masks mandates for kids altogether.

“I used to be at all times very cautious. Levi’s was not in my public profile,” Sey says. “I used to be talking as a mother of 4, a public college mother of 4.” Generally, she spoke as a resident of San Francisco, the place Levi’s is predicated. Sey acknowledges her skilled job was representing the Levi’s model, although she says she’s a mother and a baby advocate earlier than being a enterprise govt.

However is it potential for prime executives to wall off a private marketing campaign from their firm’s picture?

“It is such a high-powered place, most individuals is not going to separate it out,” says Americus Reed, who research manufacturers and social identification on the College of Pennsylvania. “You possibly can’t actually be a C-suite particular person as of late and have a very separate private model.”

Controversial interviews

Final spring, decided to ship her youngsters to in-person college, Sey moved from San Francisco to Denver. And he or she filmed extra interviews: with writer and anti-vaccine campaigner Naomi Wolf and with Fox Information host Laura Ingraham, who has solid doubt on COVID-19 vaccines and measures. Sey did not focus on vaccines and says she’s absolutely vaccinated, however her selection of platform escalated controversy.

Levi’s staff started to complain to human assets and company leaders, Sey says, whereas posts on social media started calling for Levi’s to fireside her and for buyers to boycott the model. A number of the outcry Sey confronted was over her husband’s anti-vaccination tweets, with which Sey says she disagrees.

On the similar time, Sey describes receiving many messages of assist from Levi’s employees. And so she by no means stopped her public commentary on COVID-19 restrictions for kids.

She additionally stayed concerned in a marketing campaign to recall members of the San Francisco Board of Training, largely over prolonged college closures. The push ended this month with a landslide metropolis vote to oust three college board members.

Levi’s personal political positions

A key a part of the story is Levi’s personal historical past of political speech. The denim firm is a storied American model that has advocated for homosexual rights, immigrants, sure gun management measures and, most just lately, voting rights.

“You have to be constant,” says Charles Elson, a company governance and ethics knowledgeable on the College of Delaware. “On the one hand, they took robust positions on sure social points, with which many within the firm may disagree. But they punished her for successfully doing the identical factor.”

Levi’s spokesman Ancel Martinez, in an announcement to NPR, argues Sey’s case was not one in all “stifling dissent,” noting that the corporate had supported Sey’s private advocacy earlier than.

“Jen went far past calling for varsity re-openings, steadily utilizing her platform to criticize public well being tips and denounce elected officers and authorities scientists,” Martinez says. “As a prime govt, her phrases and actions successfully undermined the corporate’s well being and security insurance policies, creating confusion and concern amongst staff.”

Bitter finish

When a few of San Francisco’s non-public faculties started reopening in late 2020, Sey says she made a pitch for Levi’s to take a stand alongside her: to assist San Francisco public faculties reopen.

Firm leaders turned her down, she says, although it wasn’t acrimonious. She says they argued that Levi’s would not weigh in on native points and that advocating for reopening public faculties could be unseemly since kids of many executives attended non-public faculties.

Levi’s hasn’t commented on this or different specifics of its discussions with Sey.

A couple of 12 months later, in late 2021, Sey obtained particular directions from human assets about matters she ought to depart alone, such because the California governor recall vote, vaccine mandates and the motives of pharma corporations. She says her public statements within the media and on-line had been commonly tracked and assessed.

For some time, Sey felt her bosses had her again — till they did not.

“There was a way that I would misplaced the power to steer inside the group as a result of so many staff had been so upset by the issues I had stated,” Sey says.

Elson and Reed each say this will get to the center of the large query: What’s the position of in the present day’s company chief? Elson argues it is to make high quality items at respectable costs — not wade into politics. However corporations are more and more taking stands on social and political points, inevitably colliding with the views of some staff.

Reed notes that Sey made the one selection accessible to a employee on such a collision course: She left. As Sey sees it, she gained the last word freedom: to talk freely.


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