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Ben & Jerry’s Stands Tall Amid Unilever’s Legal Tugs

Scoop of Ben & Jerry's ice cream with colorful toppings

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News Summary

Ben & Jerry’s is making headlines for its commitment to activism, even amid tensions with parent company Unilever. The ice cream brand has seen increased consumer support as shoppers prioritize social values in their purchasing decisions. Despite corporate challenges, Ben & Jerry’s continues to advocate for various social causes, showcasing the power of purpose-driven branding.

Ben & Jerry’s Stands Tall Amid Unilever’s Legal Tugs

In a world where consumers are becoming increasingly vocal about their values, Ben & Jerry’s is making headlines not only for their delicious ice cream but also for their unwavering commitment to activism, even as they face tension with their parent company, Unilever. A recent report from a well-known communications firm, Edelman, highlighted that a whopping 64% of global consumers consider a company’s social or political stance before making a purchase. This insight has fueled a trend where customers demand brand purpose and expect businesses to engage in socially responsible marketing.

The Rise of the Conscious Consumer

It’s clear that consumers want more than just a product; they want to support brands that align with their beliefs. This is especially true for millennials, with an astonishing 90% of them saying they’d switch brands for causes they care about. They’re not alone—overall, about two-thirds of consumers assert that businesses should take clear stances on pressing social and political issues. And you know what? Brands are starting to catch on!

Taking a Stand

Consider Nike and their memorable campaign featuring Colin Kaepernick. Despite the initial backlash, Nike saw a $6 billion increase in its market value. The success of such campaigns shows that standing up for a cause can really resonate with consumers. Even during the Super Bowl, brands like Airbnb and Budweiser subtly challenged certain political policies, proving that you can engage in political discourse without directly naming names.

However, it’s a double-edged sword. Companies like Pepsi learned a hard lesson with their controversial advertisement featuring Kendall Jenner, which sparked outrage rather than support. This serves as a reminder that brands must navigate the political landscape with care and select issues that deeply resonate with their core values. Consistency across all marketing channels is essential to maintain integrity.

Ben & Jerry’s Activism

Now, back to Ben & Jerry’s. The beloved ice cream maker has stayed true to its roots, continuing to advocate for various social causes despite facing pressure from Unilever to tone down its activism. Reports suggest that Unilever even removed Ben & Jerry’s CEO over his commitment to social missions, claiming that their outspoken nature on political issues created tension. Despite this, Ben & Jerry’s is actively participating in events like the People’s March, and their social media presence has boomed, adding approximately 4 million new followers thanks to their political posts.

Even more impressive, after joining the People’s March, around 25,000 people flocked to subscribe to their email list. Internal research shows that customers who are aware of Ben & Jerry’s social mission are 30% more likely to consider it their favorite ice cream brand. This speaks volumes about the power of purpose-driven marketing! Additionally, it’s reported that 40% of U.S. consumers have changed their shopping habits based on moral grounds, with a notable 24% ceasing shopping at stores due to political positions.

The Future of Ben & Jerry’s

Despite the legal complications, Ben & Jerry’s recently reported an impressive $951 million in sales for 2023, solidifying its position as a top ice cream brand in the U.S. However, the brand faces uncertainty regarding its future. Unilever’s plans to spin off Ben & Jerry’s and other ice cream brands by 2025 raises concerns about whether the new structure will maintain its independent board and commitment to social causes.

As brands wade deeper into political waters, the example set by Ben & Jerry’s underscores the importance of authenticity and alignment with consumer values. In today’s marketplace, it seems that making a stand can be just as crucial as the quality of the product you sell. So, next time you savor a scoop of your favorite flavor, remember, it’s more than just ice cream; it’s a testament to what the brand believes in!