"Consumers are becoming more and more contentious and demanding that companies be I think more social conscious. So when you are a company and you are being more generous as a company, like Stonyfield who gives away 10% of their profits to green causes, you are actually building your customers." -- Adrian Grenier
What is the business case for generosity?
Adrian Grenier is an actor, filmmaker, and musician well known for his role on HBO's Entourage. His film credits include: The Adventures of Sebastian Cole, Drive Me Crazy, Cecil B. DeMented, Adventures of Power, and the Woody Allen films Celebrity and Anything Else.
He has directed numerous short films and documentaries including Shot in the Dark, which chronicles his years-long search for his father and Teenage Paparazzo, which explores the relationship between celebrity and society. As a musician, he plays percussion in the "Appalachian glamrock" outfit the Honey Brothers.
He co-founded SHFT in 2009 with film producer Peter Glatzer after the two collaborated on Alter Eco, a TV series for Discovery.