Gathering momentum for societal transformation
Ben & Jerry's: Harnessing the Power of the People for Social Change
Chatting with Elif Ulun Asci, Social Mission Manager at Ben & Jerry's Europe, sheds light on how this ice cream giant uses people power to drive social change and redefine the role of businesses in today's world.
What's Your Secret Sauce?
Ben & Jerry's has been a pioneer in social activism for decades. When it comes to choosing issues to champion, Elif tells us that they pick their fights based on progressive values focused on human rights, dignity, and social and economic justice for marginalized communities. Their chosen focus areas vary by region, with Europe's current emphasis on promoting the rights and dignity of refugees and people seeking asylum. In the US, the company tackles racial justice, while in other countries, such as Australia, they tackle climate justice. Close collaboration with activists, experts, and NGO partners, along with a grassroots approach, ensures that they align their efforts with community needs.
UP Collective: Empowering Refugees through Entrepreneurship
One of Ben & Jerry's most impactful endeavors is the UP Collective. Launched in 2017 in partnership with TERN (The Entrepreneurial Refugee Network), this program offers entrepreneurship opportunities for individuals with refugee backgrounds in the UK, Netherlands, and France. Many graduated entrepreneurs have launched successful businesses across various sectors, demonstrating their innovativeness and resilience. The partnership between Ben & Jerry's and TERN also resulted in the creation of an ice cream flavor, a unique co-creation experience for the UP Collective entrepreneurs and a testament to the transformative power of cooperation.
Balancing Social Impact and Stakeholder Concerns
As a values-driven business, Ben & Jerry's leads with its core principles. Elif advises marketers seeking to strike a balance between socially meaningful impact and stakeholder concerns to prioritize their values and what they stand for. Instead of focusing on what the customers might want, they suggest that businesses find opportunities to create genuine social impact that aligns with their values. By staying true to their mission, brands can build a strong bond with their customers based on shared values.
Embracing Transparency to Foster Consumer Loyalty
Transparency plays a crucial role in maintaining consumer loyalty. By regularly communicating social activism and mission initiatives with their fans, Ben & Jerry's cultivates close, authentic relationships with their supporters. They understand that customers can become fatigued by purpose marketing that lacks authenticity or transparency, so staying true to their values and mission is crucial.
Empowering Consumers as Active Participants
When it comes to empowering consumers to participate in social mission efforts, Ben & Jerry's takes a multi-faceted approach. They collaborate with NGO partners to identify causes and plan campaigns, then leverage their marketing and digital expertise to invite people to take action and join movements. Importantly, they remember that activism is not a marketing ploy but a genuine effort to create social change.
Get Involved
Several opportunities for people to support Ben & Jerry's social mission initiatives include:
- Supporting the Anqa Collective, an online marketplace that allows you to purchase unique products directly from refugees, helping their businesses grow.
- Backing Safe Passage, a charity advocating for safe routes for people seeking refugee protection.
- Attend the Ben & Jerry's Sundae's In The Park Festival, connect with their charity partners, engage with other fans, and enjoy free ice cream while contributing to a good cause.
Image source: Ben & Jerry's Sunny Honey Home
Exploring the Intersections of Business and Social Change
Ben & Jerry's approach to social activism showcases how businesses can intertwine with societal transformation. Their commitment to social justice can serve as an example for other companies striving to make a difference.
The Nexus of Food and Activism
The frozen dessert industry is leveraged by Ben & Jerry's as a platform for social change. This provides a unique opportunity to engage consumers while advocating for key issues, demonstrating the potential for foods as a medium for activism.
The Role of Media in Amplifying Social Messages
Effective media strategies help disseminate the message of social change. Through media partnerships, Ben & Jerry's broadens its reach and raises awareness about the causes it champions, using the power of media to drive meaningful discussions.
The Business of Science and Health Advocacy
Ben & Jerry's ventures into science and health advocacy demonstrate the role businesses can play in improving people's lives. They tackle vital issues such as chronic diseases, cancer, and mental health, shedding light on the importance of corporate involvement in health and wellness initiatives.
Workplace Wellness and Healthy Lifestyle
By advocating for workplace wellness, Ben & Jerry's promotes a holistic approach to health. This includes encouraging employees to prioritize sleep, fitness, and balanced diets, as well as addressing sleep disorders and other medical conditions widespread in modern workplaces.
The Importance of Fitness and Exercise for All Ages
As a proponent of a healthy lifestyle, Ben & Jerry's emphasizes the significance of regular physical activity and exercise for people of all ages. They campaign for improved access to exercise facilities, resources, and educational programs to promote overall well-being and prevent the onset of age-related diseases.
The Intersection of Sexual and Family Health
Dedicated to supporting both individual and familial health, Ben & Jerry's tackles issues such as sexual health, reproductive rights, and their impact on family dynamics. They aim to promote comprehensive education and resources across communities to empower individuals in making informed choices.
Autoimmune Disorders: Unraveling Mysteries and Raising Awareness
Ben & Jerry's plays a role in elevating understanding around autoimmune disorders, often misunderstood and overlooked. By supporting research and advocacy initiatives, they strive to create a supportive environment for those living with these conditions.
Climate Change and Sustainable Business Practices
With climate change looming as a global concern, Ben & Jerry's takes steps to reduce their carbon footprint and adopt eco-friendly practices. They recognize that businesses bear shared responsibility towards environmental conservation.
Mental Health: A Diverse and Inclusive Approach
Acknowledging the importance of mental health, Ben & Jerry's creates initiatives that directly address mental health concerns. They emphasize the need for diverse and inclusive conversations to dismantle stigma and foster emotional well-being for all.
Mens' Health Awareness and Advocacy for Equal Care
Recognizing disparities in men's health research and treatment, Ben & Jerry's champions equal access to healthcare resources for men and women alike. They advocate for increased attention to health issues unique to men and support initiatives to bridge the gap in knowledge and care.
Skin Care and Aging Gracefully
Promoting skincare education and resources, Ben & Jerry's encourages individuals to embrace aging and maintain healthy, radiant skin. They aim to dispel myths surrounding the beauty industry and support ethical skincare practices.
Therapies, Treatments, and Holistic Approaches
Advocating for evidence-based therapies and treatments, Ben & Jerry's supports an integrative approach to healthcare to address physical and mental health challenges. They endorse a holistic approach that acknowledges the mind-body connection in achieving overall wellness.
The Power of Nutrition and Healthy Eating Habits
Promoting educational programs and resources on nutrition, Ben & Jerry's encourages consumers to make conscious choices about their diets. They advocate for readily accessible, nutritious food options for all, regardless of socioeconomic background.
ADHD and Neurological Disorders: Addressing Stigma and Forging a Path Forward
Ben & Jerry's sheds a compassionate light on ADHD and other neurological disorders. By raising awareness and challenging misconceptions, they strive to provide support and understanding for those facing these conditions.
Environmental Science and the Impact of Climate Change on ecosystems
Leveraging their platform to raise awareness about the role of human activities in climate change, Ben & Jerry's encourages an appreciation for our planet's ecosystems. They collaborate with environmental scientists and organizations to promote sustainable solutions to climate change.
Space and Astronomy: Encouraging Curiosity and Exploration
In order to foster a culture of lifelong learning and curiosity, Ben & Jerry's occasionally partners with space and astronomy experts to celebrate space exploration achievements and inspire the next generation of scientists.
A Life of Lifestyle, Fashion, and Beauty
Supporting the fashion and beauty industries, Ben & Jerry's advocates for ethical sourcing, fair labor practices, and eco-friendly materials to ensure social and environmental responsibilities are met.
The Role of Food and Drink in Culture and Society
As a symbol of togetherness and celebration, food and drink play an essential role in culture and society. Ben & Jerry's emphasizes the importance of learning from diverse culinary traditions while promoting social responsibility within the food and beverage industry.
Reading and Learning: The Power of Books
Promoting education and personal growth, Ben & Jerry's supports the dissemination of knowledge through books. They collaborate with authors and publishers who write about topics ranging from self-development to contemporary issues.
Pursuing Personal Growth and Career Development
Ben & Jerry's encourages individuals to seek personal growth and career development opportunities. They advocate for skills training and career advancement resources to empower people to reach their full potential.
Engaging with Social Media, Entertainment, and Pop Culture
Collaborating with influencers and creators, Ben & Jerry's fosters an online community centered around social activism, entertainment, and pop culture. They leverage modern platforms to engage with fans and promote positive change.
Job Search and Career Development
The job market is rapidly evolving, and Ben & Jerry's acknowledges the importance of providing resources for those seeking employment or career advancement. They collaborate with organizations and employers to create job opportunities and support career development initiatives.
The World of Sci-Fi and Fantasy: Inspiring Imagination and Progress
As partners with the entertainment industry, Ben & Jerry's supports the creation of imaginative and thought-provoking content in the realm of science fiction and fantasy. These narratives contribute to a culture that encourages critical thinking, social change, and progress.
Career Development in Sports, Football, Soccer, Baseball, Hockey, Golf, and More
Recognizing the power of sports to inspire and unite, Ben & Jerry's supports athletes and organizations dedicated to fostering skills development in various sports. They promote healthy competition and diversity in sports, empowering individuals to become the best versions of themselves.
Betting on Sports, Taking a Gamble for Change
With sports betting becoming increasingly popular, Ben & Jerry's emphasizes the need for responsible gambling practices. They support organizations and campaigns that promote responsible betting and work to combat betting-related issues such as addiction.
Keeping an Eye on European Leagues and North American Sports
Ben & Jerry's actively follows and supports both European and North American sports leagues. They recognize the power of sports as a conduit for social change and collaborate with athletes and teams committed to creating positive impacts.
Basketball, Racing, and American Football: A Multidimensional Approach
Incorporating diverse interests within sports, Ben & Jerry's partners with organizations and teams representing various sports, including basketball, racing, and American football. They advocate for initiatives that promote diversity, inclusion, and fair play.
Tennis, Sports Analysis, and Mixed Martial Arts: Unleashing Potential
Embracing a wide range of sports, Ben & Jerry's supports players, coaches, and analysts specializing in tennis, sports analysis, and mixed martial arts. They aim to provide resources and opportunities for growth and development within these niche communities.
