Leadership, Social Responsibility, and Projected Identity: The Ben & Jerry’s Story over Time Relatively small, entrepreneurial firms with a reputation for social responsibility are A leading representative of social responsibility, Ben & Jerry’s spells out their missions and issues directly on their website. "The unfortunate part of that is that a lot of brands have discovered Black Lives Matter the summer of 2020, so they've scrambled around trying to figure out how to respond. Abstract. All of these factors will have direct impact on Gen-Z’s expectations for the brands they favor—and especially those they won’t. With a varied range of corporate social responsibility such as awarding grants, helping the community and environment. On Ben And Jerry’s, Gen-Z And Social Justice: How 2020 Has Changed Branding Forever Jeff Fromm Contributor Opinions expressed by Forbes Contributors are their own. Recent Blog Posts. Ben & Jerry's has managed to retain and grow the commitment to social justice that was baked into the firm by its founders, CEO Jostein Solheim says. Essay from the year 2013 in the subject Business economics - Business Ethics, Corporate Ethics, grade: 1, University of Bath, language: English, abstract: This paper examines three key corporate social responsibility (CSR) issues Ben & Jerrys faces and critically evaluates the nature and degree of the companys responsibilities in relation to each issue. Change ). We analyzed Ben & Jerry’s main social media profiles throughout Facebook, Twitter, and Instagram from July 2019, to August 2020. ( Log Out /  Ben & Jerry's believes business has a responsibility to give back to the community. With many of the social issues that they tackle being politically charged, the vast divide in American politics has created a lot of backlash for the company. Ice cream entrepreneurs, Ben & Jerry have been outspoken for decades. And then there's the current push for social justice causes in response to recent events surrounding police brutality and systemic racism, stemming from the tragic deaths of Breonna Taylor, George Floyd and Jacob Blake. "We're in the midst of a global pandemic," he points out. In addition to the “Caring Dairy” program, Ben & Jerry’s institutes a cage-free policy. More impressive and important is the longer term growth Ben & Jerry’s has achieved with its three-part mission (social + product + economic) including three decades of campaigning on social issues. Ben & Jerry’s are also supporters of the fair-trade initiative and use non-GMO products to develop their treats. Peace, Love, & Ice Cream. We make the best possible ice cream in the nicest way possible. The Street Vendor Project (SVP) is a grassroots, predominantly immigrant, vendor-led organization. Sure, sign me up.No thanks, not interested. Ben & Jerry’s on Facebook Follower progress. July 22, 2020, 5:00 AM EDT Corrected July 22, 2020, 9:15 AM EDT ... Ben & Jerry’s social justice efforts accelerated a year after the trip to North Carolina, when its first . As they clearly state on their website, they lead with “progressive values” – a nod to Vermont Senator Bernie Sanders. Although with psychedelic flavors like Cherry Garcia (named after Jerry Garcia from The Grateful Dead), or Phish Food, and their latest creation “Netflix and Chill’d,” […] Frankly, processing such concerns while doing their best to "socially distance" as a generation hyper-focused on social connection has left them feeling overwhelmed and isolated from friends. Ben & Jerry's is taking its support for Black Lives Matter to the airwaves with a podcast that delivers an unflinching appraisal of America's past and encourages listeners to … The Forrester report, authored by analysts Dipanjan Chatterjee and Nick Monroe, examines how many brands have struggled to provide an adequate response, while others are addressing Gen-Zs demands for social change in creative ways. Top 5 Ben & Jerry's Flavours of 2020. Your info will not be shared with any outside sources. ( Log Out /  ( Log Out /  And there does not appear to be any going back to old ways. People cannot be illegal. Here’s what we discovered. These are just some of the ways that Ben & Jerry’s contributes to the environment. Ben & Jerry’s, a purveyor of happiness through delicious ice cream, is also a social stalwart. At the start of the list is the “Dig Deeper” campaign – a campaign for racial justice. Ben & Jerry’s was among the first companies to prioritize social purpose alongside a focus on finances and product quality, Michalak says, launching the Ben & Jerry’s … While there were no legal issues at hand, the company did presumably lose business in some areas as a result. According to Miller, this was not a marketing exercise, but an opportunity to stand up and be counted, especially in its local communities. Here’s what we discovered. Fill in your details below or click an icon to log in: You are commenting using your WordPress.com account. Since the purchase by Unilever in 2000, sales have grown almost 500%, from $237million to $1.2 billion. Although with psychedelic flavors like Cherry Garcia (named after Jerry Garcia from The Grateful Dead), or Phish Food, and their latest creation “Netflix and Chill’d,” […] “Our social mission compels us to use our company in innovative ways to make the world a better place.” To do this the company supports many issues that they care about like fair trade, GMO labeling, and peacebuilding, and utilizes renewable, sustainable methods of production and green systems, deploying the change they want to see in the world. But our mantra “business has a responsibility to the community and environment” has not changed. In 2020, a lot of companies were vocal about social justice for the first time. He continues to be optimistic and likes to focus on how significant this year is in our nation's history. “Business has the responsibility to give back to its community.” –Ben Cohen By now you must know that Ben & Jerry’s is more than just a groovy ice cream company. In Europe, we are focused on issues related to the refugee and asylum-seeker crisis there. Greenfield said Ben & Jerry’s idea of “social responsibility” evolved over time, from throwing small community festivals and contributing … This case study utilizes the story of Ben & Jerry’s struggles with corporate social responsibility to assist students in applying legal and ethical concepts to practical business situations in an international context. For the cohort deemed as the Action Generation, Gen-Z overwhelmingly supports the Black Lives Matter cause: 90% of Gen-Z respondents to a recent poll strongly favor BLM and what they see as social justice. Ben & Jerry’s is the embodiment of social and ethical responsibility. Please submit your email to download content. It focuses not just on utilizing responsibly sourced dairy products, but incentivizing farmers to adhere to these policies in order to have a relationship with the ice cream giant. "In the United States, we're primarily focused on issues around civil rights and racial justice broadly," says Miller. Gen-Z as they consider  post-high school education plans and employment opportunities, left them feeling overwhelmed and isolated, Gen-Z’s expectations for the brands they favor, not appear to be any going back to old ways, has expanded its product offerings, messaging, and charitable partner lists. Ben & Jerry’s on Facebook Follower progress. Ben and Jerry's can say what it likes, but there is a darker side to corporate political correctness ... 2020. Ben and Jerry’s was established in 2000 acquired by the Anglo Dutch conglomerate Unilever’s. Some of its findings reinforce a lot of what we know about "whole brand thinking": One prominent advocate of an authentic brand approach—also specifically referenced in the Forrester report—is Unilever-owned Ben & Jerry's Activism Manager, Chris Miller. Ben & Jerry's Corporate Social Responsibility 9th Dec 2020 Introduction: This essay explores corporate social responsibility (CSR) at Ben & Jerry's, a leading ice cream manufacturer. Gen-Z leads its own charge for social justice, and wants more transparency about the brands it supports with its buying power. Ben & Jerry’s co-founders, Ben Cohen and Jerry Greenfield, have long been vocal about social justice causes, both through their ice cream flavors and their own activism. Suppliers are regularly audited throughout the entire chain-of-custody to ensure there is never any chance that genetically modified materials get into Ben & Jerry’s products. Learn about Ben & Jerry's values, corporate social responsibility, company mission, and the commitment to linked prosperity & sustainability. The Ben & Jerry's Foundation granted $3.4MM in 2020 to support grassroots organizing for social and environmental justice around the country. I think we are at a moment where there is a real opening to make the kind of change that would have seemed impossible three months ago. Brand Culture, COVID-19, Gen Z, Marketing, Millennial, Modern Consumer, Purpose, Sustainability, Whole Brand, From True Believers to Brand Love®: How brand culture drives preferred financial outcomes, Whole brand thinking for destination organizations to become a community-valued asset. February 12, 2021 QUIZ: Love Or Ice Cream? Besides, their ice cream is far too delicious and wholesome to ignore, so whether I agree with your political agenda or not, I applaud you Ben & Jerry’s, for all you do to support society and our planet. Additionally, all suppliers must use non-GMO ingredients for any products that they supply to Ben & Jerry’s. Although another Unilever brand, Breyer’s Ice Cream, is committed to the Rainforest Alliance, Ben & Jerry’s diverse commitment to philanthropy is unmatched. This sort of engagement is tailored to creating conversation about a particular topic, and the method is utilized over and again in support of other campaigns like “Democracy”, “Support GMO Labeling”, “Fair-trade”, “Climate Justice”, “LGBT Equality”, “rBGH”, “Getting the Dough Out of Politics”, “Peace Building”, and “Refugees”. "Our country is not doing particularly well in managing it. We love cookies and bake them fresh every Wednesday afternoon. ", After 2016, Ben & Jerry's work also continued on voting rights issues and criminal justice reform, and Miller's oversaw work in Florida around re-enfranchising citizens who had been convicted of a felony, but "who had sort of paid their debt to society.". ", This article originally appeared in Forbes. Ben & Jerry's co-founders Ben Cohen (L) and Jerry Greenfield (R) unveil Justice Remix'd during a press conference with Advancement Project executive director, Judith Dianis (C). Ben & Jerry’s Ice Cream Co-Founders Ben Cohen and Jerry Greenfield join Yahoo Finance’s Kristin Myers to break down their response to the Capitol riot fallout. Ben & Jerry’s largest fan following comes from their Facebook web page which boasts over 8.Eight million ice cream fanatics. ( Log Out /  Ben Cohen and Jerry Greenfield, Ben & Jerry’s Co-Founders, join Yahoo Finance’s Kristin Myers and Jen Rogers to discuss how Ben & Jerry’s adopted their social … Aside from the responsible methods of production, Ben & Jerry’s tackles social issues – some of them considered very difficult to discuss. SVP recently achieved an historic victory with their "Lower the Fines" Campaign with legislation that reduces the high and discriminatory penalties vendors pay for … Ben & Jerry's first aligned itself with Black Lives Matter back in 2016, and Miller has been working diligently on the brand's initiative to "dismantle white supremacy" ever since. Ben & Jerry’s perfectly tailored statement is right on brand for the corporation who has maintained a reputation as “progressive” due to their corporate social responsibility efforts dedicated to racial equality, climate change, mass incarceration, and a … But that doesn’t mean it’s too late for a brand who maybe up until now has remained relatively quiet. We also use them to both improve your user experience and deliver better content to you. Click to continue and accept our use of cookies. The company, while succeeding in creating conversation, oftentimes finds itself at the center of the storm it creates. The company was praised by activists on social media for the strength of its statement on Floyd's death. February 20, 2020 / mhmarketingblog404003124. Abstract. A leading representative of social responsibility, Ben & Jerry’s spells out their missions and issues directly on their website. SVP mobilizes the street vendor community in campaigns for social and economic justice in New York City. Ben & Jerry's first aligned itself with Black Lives Matter back in 2016, and Miller has been working diligently on the brand's initiative to "dismantle white supremacy" ever since. "In many ways, this is no surprise to anyone, but it's caught a lot of brands off-guard," says Chatterjee about the report's findings. Ben & Jerry’s was among the first companies to prioritize social purpose alongside a focus on finances and product quality, Michalak says, launching the Ben & Jerry’s … This case study utilizes the story of Ben & Jerry’s struggles with corporate social responsibility to assist students in applying legal and ethical concepts to practical business situations in an international context. Ben & Jerry's annual report on the company's social impact, environmental impact, and corporate social responsibility. Boots on the Moooo'n has finally landed! Change ), You are commenting using your Facebook account. What a year it's been—from an ongoing pandemic and dire economic fallout to a polarizing election year and social unrest, 2020 will have a lasting impact on the way we think about and see the world. All Barkley clients are clearly noted throughout the Barkley website. Unless otherwise stated, Barkley does not have a business relationship with the brands mentioned in this article. Official site for Ben & Jerry's super premium ice cream and greek frozen yogurt. According to Miller, this was not a marketing exercise, but an opportunity to stand up and be counted, especially in its local communities. Ben & Jerry’s perfectly tailored statement is right on brand for the corporation who has maintained a reputation as “progressive” due to their corporate social responsibility efforts dedicated to racial equality, climate change, mass incarceration, and a … Now, that is not to take any credit away from some brands, and unfortunately there aren't enough of them, who've really spent quite a bit of time focused on programs in the area of social justice and racial equity.". The fair-trade initiative is a movement that ensures small-scale farmers around the world can compete in the global marketplace. In the third quarter of 2020, Unilever (Ben & Jerry’s parent company) reported a boost of 16% in ice cream sales, aided by Ben & Jerry’s and Magnum ice creams. Ben and Jerry’s Mission Statement notes: “Ben & Jerry’s operates on a three-part mission that aims to create linked prosperity for everyone that’s connected to our business: suppliers, employees, farmers, franchisees, customers, and neighbors alike” (Ben & Jerry’s, n.d., para. The report finds that 77% of consumers say they would be more willing to purchase a company’s products or … Learn about Ben & Jerry's values, corporate social responsibility, company mission, and the commitment to linked prosperity & sustainability. On the landing page the company discusses recent events and why they’ve chosen to support this particular cause, then lists a series of related articles supporting on a variety of topics that showcases resources about their cause. Which Non-Dairy Flavour Should You Try For Veganuary? filed under: The company is undeniably a “green” for the environment business, looking to tackle difficult tasks – going out of their way to ensure their supply chain is maintained in an ethical and green way. These basic requirements are good enough to get a farm into the basic program – achieving silver or gold level has many more requirements! As a recent Forrester Research report points out, Gen-Z is increasingly scrutinizing both institutions like governments and police as well as brands. Regardless of how one feels politically, they stood up for what they believed in and in the end, who could ever fault someone for doing that? All eggs purchased for production come from hens on certified humane cage-free farms, which requires that the hens have wholesome, nutritious food, access to clean water, and adequate space to engage in daily behaviors. Ben & Jerry’s, a purveyor of happiness through delicious ice cream, is also a social stalwart. There is a strict zero-tolerance policy that ensures no co-mingling of GMO materials with those being supplied to Ben & Jerry’s for production. Although another Unilever brand, Breyer’s Ice Cream, is committed to the Rainforest Alliance, Ben & Jerry’s diverse commitment to philanthropy is unmatched. The vast majority of them didn't even get to celebrate graduations with the traditional ceremonies. Essay from the year 2013 in the subject Business economics - Business Ethics, Corporate Ethics, grade: 1, University of Bath, language: English, abstract: This paper examines three key corporate social responsibility (CSR) issues Ben & Jerrys faces and critically evaluates the nature and degree of the companys responsibilities in relation to each issue. The global ice cream and frozen dessert market is expected to grow from $94.6 billion in 2019 to $97.5 billion in 2020 at a compound annual growth rate (CAGR) of 3.1%. According to a recent report from Aflac on corporate social responsibility (CSR) report from Aflac, consumers, workers, and investors are putting increasing pressure on American corporations to make meaningful contributions to the greater social good.. Promo video for Ben & Jerry’s Pecan Resist flavor which promotes resistance and supports four non-profit organizations. Change ), You are commenting using your Twitter account. So when Ben & Jerry’s supports a cause like “Black Lives Matter” or the anti-Trump movement through actions, words, or a new flavor, they are usually cheered by one side of the political establishment and chastised and even boycotted by the other. And in the corporate world, both Cohen and Greenfield agree, being vocal about social justice issues doesn’t hurt a company’s bottom line. The Ben and Jerry’s Social Mission is: “To operate the Company in a way that actively recognizes the central role that business plays in society by initiating innovative ways to improve the quality of life locally, nationally and internationally.” The values driving Ben and Jerry’s can be seen throughout the company’s 3-part mission. We analyzed Ben & Jerry’s main social media profiles throughout Facebook, Twitter, and Instagram from July 2019, to August 2020. A list of “Issues We Care About” can be found right on the Ben & Jerry’s website, where the company claims is “leads with progressive values”. The program offers farmers a method of evaluating, implementing and continuously improving sustainable agricultural practices on their farms. The uncertainty of these past months have unduly shaken Gen-Z as they consider  post-high school education plans and employment opportunities. In the third quarter of 2020, Unilever (Ben & Jerry’s parent company) reported a boost of 16% in ice cream sales, aided by Ben & Jerry’s … Get it Dough-livered now! It’s important to acknowledge that yes, Ben & Jerry’s has 42 years of allyship and activism under its belt, and social and corporate responsibility is in the DNA of their brand. But we're also at a moment where people are speaking out and taking action on the issue of race in America, unlike anything that's happened in a generation. Change ), You are commenting using your Google account. Miller points out that for brands to create meaningful change in the world, it's not an exercise in Facebook posts or Instagram stories, but rather how a brand drives impact. Ben & Jerry’s corporate social responsibility blows other ice cream brands out of the water. "[We focus] on the need to reform our nation's criminal justice system and the way we approach policing. 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