Advocacy in every scoop

Ben and Jerry’s Ice cream, ever heard of them? You probably have or will sooner rather than later. A unique ice cream company, renowned by their uniqueness in flavors, high quality ingredients and most importantly commitment to social activism.  

Their value proposition combines delicious, high-quality ice cream with a strong commitment to making a positive impact on the world. Their unique flavors and fun, creative branding stand out, but they also emphasize using fair trade, non-GMO, and ethically sourced ingredients. Much more than just the ice cream, they’re dedicated to social and environmental activism, supporting causes like climate justice, racial equity, and sustainable farming. They make their customers feel like they’re not just buying dessert but like they are supporting a company that cares about people and the planet while delivering a product that’s fun, indulgent, and memorable.

The company’s dedication for environmental sustainability and supporting numerous  social causes is truly amazing.

 With recent orders from the newly elected president, they have stood by immigrant families, advocating the protection of keeping families together. In recent posts on social media especially on tiktok, there is a video that sparked many comments and confusion, you can find here  https://www.tiktok.com/t/ZP8FoFdMq/  Even though it may look like a normal video, of them promoting their ice cream with connection to relationships. Perhaps because valentines is just around the corner.  Users were quick to notice a deeper meaning, most if not all expressed their inability to decipher what Ben and Jerry’s are trying to communicate with us in the comment section. 

Many were quick to judge and call it a loss meme, but other than that all of the comments were positive and supportive of the brand, most saying that from now on that will be the only ice cream brand they will be purchasing because of their dedication and fearless act of advocating for those who aren't able to defend themselves. If we see it from the business view, yes it could look like they are using this situation to promote and increase their sales but Ben & Jerry’s is a prime example of a company that has successfully integrated social and environmental values into its marketing efforts, setting itself apart from competitors in the crowded ice cream market. The brand’s storytelling is a key component of its marketing strategy, as it effectively communicates the founders’ humble beginnings and the company’s commitment to making a positive impact on society. This authentic narrative resonates deeply with consumers, particularly those who are drawn to brands with a clear purpose.

 helps create brand loyalty, as customers feel c
onnected to the brand’s creative process.

social responsibility. The company doesn’t shy away from addressing important issues such as climate change, racial justice, and LGBTQ+ rights. The campaigns and limited time ice cream flavors all profit for causes, appeals to consumers who want to support companies that take a stand on the issues they care about. Ben & Jerry’s has built a reputation for its commitment to

Adding to social causes Ben & Jerry’s is also dedicated to environmental sustainability. The company uses Fairtrade-certified ingredients, strives for carbon neutrality, and aims to reduce its environmental footprint. These efforts are communicated directly to customers, reinforcing the brand’s image as a responsible and ethical company. This focus on sustainability not only attracts environmentally-conscious consumers but also helps differentiate Ben & Jerry’s in a marketplace where such efforts are increasingly important to modern consumers.

The brand makes sure to incorporate  the use of humor and playfulness in its marketing to add to its appeal. By incorporating witty and lighthearted messaging, Ben & Jerry’s manages to stay approachable and fun, appealing to a broad demographic. This playful tone, combined with its strong ethical values, makes the brand both relatable and admirable.

By aligning its business tactics with its values and engaging with its audience in a meaningful way, the company has earned its place as the number one seller the ice cream industry, standing out not only for its amazing flavorful products but also for its positive engagement for the people. 

They are facing a couple challenges, the intense competition, competing with others offering the same high quality ice cream and  local artisanal brands. Another is balancing activism and the brand's identity with its partner, unilever. Having tense disagreements over Ben and Jerry's freedom to express its activism. 

The brand is succeeding in their goals, despite all of the challenges they are making astonishing progress and I know they have much more in store for them. Simply with the fact that they are willing to go into social problems and stand up for those who can't, says a lot about them. They are risking a whole company, millions of thousands of dollars.

I have yet to see a hater, whether it's for their ice cream or for what they do, Ben and jerrys have loyal supporters all around. 

The company does well with responding to customers, I think it's a really good strategy. Makes the consumer feel involved and taken into consideration. Having that relationship with customers is what keeps them coming back and putting trust in you.

Now if i were the brand manager, I would have probably done the same thing, but i do feel like it could use a little more. I would incorporate more storytelling, something bold and transparent, showing real stories of how the company has made a real world impact, helping it stand out even more. Not just having people hear that they support causes but show them how they have. Another idea would be for them to connect with world known artists who have the same beliefs in them, have them promote the brand and what they stand for, perhaps an online challenge. Doing something for the chance to win free ben and jerry’s for two three months, perhaps donating to cause in need and sending proof or going to help the homeless or something similar.  

I definitely learned a lot from Ben and Jerry’s and will now be my go to ice cream brand. I have heard about it in the past but never really went out of my way to purchase. I am glad I chose them for this article because it has helped me and I know whoever this reaches to will also know about the wonderful things they stand for and advocate and hopefully start supporting.