Rendering cell contents as html instead of plain text

[a0a7]

I have a column defined as so:

table.column({
      accessor: ({ name, sport_type, commute }) => ({name, sport_type, commute}),
      header: "Name",
      cell: ({ value }) => {
            const { name, sport_type, commute } = value;
            return `<p>${name}</p> ${getActivityIconURL(sport_type)} ${getCommuteIconURL(commute)}`;
      }
})

And all is well and dandy, except that in the browser this field is rendered as plain text instead of html as I want it to be rendered

I'm not sure if i'm just slow, but I'm not sure how to fix this. Any/all help much appreciated!