In a world that often seems divided, one brand has consistently stood out for not only crafting delicious ice cream but also for its unwavering commitment to social justice and positive impact. Ben & Jerry’s, the iconic ice cream company, has become synonymous with both indulgence and activism. But how exactly did the brand set itself apart from other ice cream companies in this way? And why? Let’s learn more together.
A Scoop of History
Ben & Jerry’s began in 1978 in a renovated gas station in Burlington, Vermont, founded by childhood friends Ben Cohen and Jerry Greenfield.
What started as a small operation with a dedication to crafting unique, high-quality ice cream quickly blossomed into a global phenomenon. The duo’s commitment to using natural, ethically sourced ingredients became a cornerstone of the brand, resonating with consumers who appreciated their dedication to quality.
As it expanded and grew, the duo prioritized giving back. The founders started the Ben & Jerry’s Foundation in 1985, donating “7.5% of the company’s annual pre-tax profits to fund community-oriented projects.”
IN 1992, Ben & Jerry’s joined in a cooperative campaign with the national non-profit, Children’s Defense Fund; the campaign goal is to bring children’s basic needs to the top of the national agenda. Through this campaign, over 70,000 postcards have been sent to Congress concerning kids and other national issues.
Even after 2000 when the company became fully owned by Unilever, the company still invested in initiatives like Rock the Vote, Truth or Clone-sequences, Arctic National Wildlife Foundation, and more.
Social Justice as a Core Ingredient
From the early days of Ben & Jerry’s, the founders infused a sense of social responsibility into their business model. The company embraced a three-part mission statement that prioritized not only economic success but also social and environmental considerations. This commitment was not just lip service – it became a fundamental part of the brand’s identity.
In recent years, Ben & Jerry’s has taken a bold stance on issues of racial justice, particularly in support of the Black Lives Matter (BLM) movement. In 2016, the company released the limited-edition flavor “Empower Mint,” dedicated to raising awareness about voting rights and combating voter suppression. The container featured a powerful message urging people to “give a spoon about racial justice.”
However, Ben & Jerry’s commitment goes beyond the creation of a single flavor. The company has been vocal about systemic racism, regularly using its platform to advocate for change. From social media campaigns to open letters, Ben & Jerry’s leadership has demonstrated a willingness to engage in uncomfortable conversations, challenging both consumers and other corporations to address racial inequality.
An example of this commitment is the company’s response to the killing of George Floyd in 2020. Ben & Jerry’s released a statement condemning systemic racism and police brutality, calling for the dismantling of white supremacy. The brand’s authentic and unapologetic stance garnered attention, sparking conversations about corporate responsibility and the role of businesses in promoting social justice.
Pride Initiatives: A Rainbow of Inclusivity
Ben & Jerry’s has been a long-standing ally to the LGBTQ+ community, consistently advocating for equal rights and inclusivity. When Marriage Equality passed in 2015, the company released specialty flavors to celebrate, including “Apple-y Ever After” and “I Dough I Dough.”
The company’s support for Pride is not a recent development – it’s deeply ingrained in the brand’s ethos. The limited-edition flavor “Pride On” is just one example of their commitment, featuring a colorful swirl of raspberry, marshmallow, and chunks of white and dark fudge-covered candy shaped like rainbows.
Beyond creating delightful ice cream, Ben & Jerry’s actively engages in Pride events, parades, and initiatives that champion LGBTQ+ rights. The company doesn’t shy away from addressing political issues affecting the community, including advocating for marriage equality and speaking out against discriminatory policies.
The Bigger Picture: Lessons for Other Brands
Ben & Jerry’s success isn’t just about making delicious ice cream; it’s a testament to the power of aligning business values with social responsibility. The brand has shown that taking a stand on social justice issues not only resonates with consumers but can also drive positive change. As other businesses navigate their role in societal issues, Ben & Jerry’s serves as an inspirational example of a company using its platform to contribute to a better world.
What Can YOU Do?
Ben & Jerry’s has crafted a legacy that goes beyond its delectable ice cream. The brand has become a symbol of activism, demonstrating that businesses can be a force for good in the world. From its outspoken support for the Black Lives Matter movement to its long-standing commitment to LGBTQ+ rights, Ben & Jerry’s continues to prove that corporate social responsibility is not just a marketing strategy – it’s a fundamental ingredient in the recipe for success.
As consumers increasingly demand accountability from the brands they support, Ben & Jerry’s stands as a shining example of how a company can use its influence to sweeten the world around it. Want to learn more? Visit our website to schedule a consultation with one of our marketing professionals who specialize in social justice-focused marketing.
