Ben & Jerry's

Definition

Ben & Jerry's is an American ice cream company known for its unique flavors and commitment to social activism. Founded in 1978, the company has integrated a progressive corporate philosophy that promotes environmental sustainability, social justice, and ethical sourcing, connecting their brand identity to various social movements and causes through campaigns often amplified by social media.

5 Must Know Facts For Your Next Test

1. Ben & Jerry's has been known for creating flavors that are inspired by social issues, such as 'Justice ReMix'd' which raises awareness about criminal justice reform.
2. The company has a long-standing commitment to sourcing Fairtrade-certified ingredients, ensuring farmers receive fair compensation.
3. Ben & Jerry's actively engages in climate justice initiatives and has made public statements on issues like climate change and LGBTQ+ rights.
4. They utilize social media platforms effectively to promote their activism campaigns and connect with younger consumers who are passionate about social issues.
5. In 2016, Ben & Jerry's publicly supported the Black Lives Matter movement, aligning their brand with the call for racial justice.

Review Questions

• How does Ben & Jerry's approach to flavor creation reflect its commitment to social issues?
  • Ben & Jerry's integrates its commitment to social activism into flavor creation by developing products that highlight specific causes. For instance, flavors like 'Justice ReMix'd' not only offer unique taste experiences but also serve as a platform to raise awareness around criminal justice reform. This strategy showcases how the brand connects culinary creativity with meaningful messaging, effectively engaging consumers on both taste and values.
• Evaluate the effectiveness of Ben & Jerry's use of social media in promoting their activism and brand values.
  • Ben & Jerry's has effectively leveraged social media as a tool for activism by creating engaging content that resonates with their audience. Their posts often highlight current events and align with popular movements, making them relevant in the conversation around social justice. By using platforms like Instagram and Twitter to share their messages, they not only increase visibility for their causes but also build a community of like-minded supporters who feel connected to the brand's mission.
• Critically assess how Ben & Jerry's business model exemplifies the concept of cause marketing and its implications for consumer behavior.
  • Ben & Jerry's business model is a prime example of cause marketing as it intertwines profit motives with social activism. By aligning their products with various causes, they appeal to socially conscious consumers who prioritize ethical consumption. This strategy not only enhances brand loyalty but also influences consumer behavior, encouraging individuals to support companies that reflect their values. However, it raises questions about the authenticity of corporate activism and whether consumers are truly motivated by altruism or simply responding to marketing tactics.

Related terms

Social Responsibility: The idea that businesses should act ethically and contribute positively to society while minimizing their negative impact on the environment.

Cause Marketing: A marketing strategy where a company aligns itself with a social cause or issue, promoting that cause while also driving sales.

Activism: The policy or action of using vigorous campaigning to bring about political or social change, often through protests, petitions, and social media campaigns.