Ben & Jerry's

Definition

Ben & Jerry's is a well-known ice cream company that emphasizes sustainability and social responsibility in its business practices. The brand has successfully cultivated a green identity by focusing on environmentally friendly sourcing of ingredients, fair trade practices, and engaging in social activism. Their approach combines delicious products with a commitment to creating positive change in communities and the environment.

5 Must Know Facts For Your Next Test

1. Ben & Jerry's was founded in 1978 by Ben Cohen and Jerry Greenfield in Burlington, Vermont, starting as a small ice cream shop.
2. The company became a pioneer in promoting fair trade practices, sourcing Fairtrade-certified ingredients for many of its flavors.
3. Ben & Jerry's is known for its unique and creative flavor combinations, often named with playful themes that resonate with their brand values.
4. The brand actively participates in various social movements, advocating for issues such as climate justice, LGBTQ+ rights, and racial equality.
5. In 2012, Ben & Jerry's became a certified B Corporation, indicating their commitment to meeting high standards of social and environmental performance.

Review Questions

• How does Ben & Jerry's integrate sustainable sourcing into its business model, and what impact does this have on their brand identity?
  • Ben & Jerry's integrates sustainable sourcing by ensuring that the ingredients used in their ice cream come from environmentally friendly and ethically responsible suppliers. This commitment not only enhances their product quality but also reinforces their green brand identity, appealing to consumers who value sustainability. By using Fairtrade-certified ingredients and supporting local farmers, they create a positive association between their products and ethical practices, which strengthens customer loyalty.
• Discuss the role of social activism in Ben & Jerry's marketing strategy and how it differentiates them from other ice cream brands.
  • Social activism plays a crucial role in Ben & Jerry's marketing strategy, setting them apart from other ice cream brands. They leverage their platform to advocate for important social issues like climate change and racial justice, aligning their brand values with consumer interests. This unique approach not only attracts customers who share similar beliefs but also creates a strong emotional connection with their audience, enhancing brand loyalty and engagement.
• Evaluate the effectiveness of Ben & Jerry's cause-related marketing efforts in promoting both their products and social issues, considering potential challenges they may face.
  • Ben & Jerry's cause-related marketing efforts have proven effective in promoting their products while raising awareness for significant social issues. By aligning their flavors with causes they support, they create a compelling narrative that resonates with consumers. However, challenges include potential backlash from opposing viewpoints or the risk of being perceived as insincere if the public believes their activism is purely for profit. To maintain credibility, they must consistently demonstrate genuine commitment to the causes they champion while balancing profitability.

Related terms

Sustainable Sourcing: The practice of procuring raw materials and ingredients in a way that supports environmental health and the well-being of local communities.

Social Justice: The view that everyone deserves equal rights and opportunities, often leading businesses to adopt practices that address inequality and advocate for marginalized groups.

Fair Trade: A movement aimed at ensuring that producers in developing countries receive fair prices for their goods, which helps to promote sustainable farming and equitable trading conditions.