Ben & Jerry's

Definition

Ben & Jerry's is an American ice cream company known for its unique flavors and commitment to social and environmental causes. The brand stands out in the market not just for its delicious products but also for its strong emphasis on corporate social responsibility, advocating for sustainability, social justice, and fair trade practices, which align with a deeper brand purpose beyond just profit-making.

5 Must Know Facts For Your Next Test

1. Ben & Jerry's was founded in 1978 in Burlington, Vermont, by Ben Cohen and Jerry Greenfield, who started with a single ice cream shop.
2. The brand is famous for its innovative and whimsical flavors, often named after pop culture references or social issues.
3. Ben & Jerry's has made a significant commitment to sourcing Fairtrade-certified ingredients, ensuring that farmers receive fair compensation for their products.
4. The company actively engages in advocacy for various social justice causes, including climate change awareness, LGBTQ+ rights, and racial equity.
5. In 2020, Ben & Jerry's publicly called for systemic change regarding racial injustice in the United States, demonstrating its commitment to activism as part of its brand identity.

Review Questions

• How does Ben & Jerry's approach corporate social responsibility in its business model?
  • Ben & Jerry's incorporates corporate social responsibility into its business model by actively engaging in various social and environmental initiatives. The company promotes sustainability through its sourcing practices and emphasizes ethical consumerism by using Fairtrade-certified ingredients. Moreover, it advocates for pressing social issues like climate change and racial equity, illustrating how CSR is woven into the brand's core values and operations.
• What role does the concept of Fair Trade play in Ben & Jerry's sourcing strategies?
  • Fair Trade plays a crucial role in Ben & Jerry's sourcing strategies as the company commits to using Fairtrade-certified ingredients in many of its flavors. This not only ensures that farmers are compensated fairly but also enhances the brand's reputation as a socially responsible business. By aligning its ingredient sourcing with Fair Trade principles, Ben & Jerry's strengthens its brand purpose while fostering sustainable agricultural practices.
• Evaluate how Ben & Jerry's activism impacts its brand identity and consumer perception.
  • Ben & Jerry's activism significantly enhances its brand identity by positioning the company as a leader in social responsibility within the food industry. This commitment to advocacy on critical issues resonates with consumers who value ethical brands, thereby fostering loyalty among socially conscious customers. The company's willingness to speak out on issues like climate justice and racial equity not only distinguishes it from competitors but also reinforces the idea that brands can play an essential role in driving positive change in society.

Related terms

Corporate Social Responsibility (CSR):

A business model that helps a company be socially accountable to itself, its stakeholders, and the public by integrating social and environmental concerns into their operations.

Fair Trade: A movement aimed at helping producers in developing countries achieve better trading conditions and promoting sustainability, often linked with ethical consumption.

B Corporation: A certification for businesses that meet high standards of social and environmental performance, accountability, and transparency.