Ben & Jerry’s Stakes Its Claim in Activist Marketing Amid Corporate Tensions

News Summary

Ben & Jerry’s continues to champion social issues despite pressure from corporate parent Unilever. The brand’s activism strengthens consumer loyalty, with research showing that those aware of their dedication to social causes are more likely to choose their products. As the ice cream market evolves, Ben & Jerry’s aims to maintain its mission amid corporate challenges.

Ben & Jerry’s Stakes Its Claim in Activist Marketing Amid Corporate Tensions

As the world evolves, consumers are becoming more engaged than ever with the companies they support. A recent report from a prominent communications firm reveals that a staggering 64% of global consumers are swayed by a company’s social or political stance when making purchasing decisions. This trend is mirrored in the sentiment of about two-thirds of consumers who believe businesses should take a stand on social and political issues.

Millennials and Brand Activism

Millennials, in particular, have made their voices heard, with an impressive 90% expressing a willingness to switch brands for causes that resonate with them. They, along with a growing number of consumers, are demanding that brands embody a purpose and engage in socially responsible marketing. Companies that have recognized this change in consumer behavior include Nike, which propelled the value of their brand by an astounding $6 billion after sponsoring Colin Kaepernick. Despite backlash, this well-placed political marketing was a game-changer.

Successful Examples and Pitfalls

Other brands like Airbnb and Budweiser have also taken their stands, subtly slamming certain political stances during major events like the Super Bowl. Walmart even publicly denounced comments from a senator, taking a firm stance on social responsibility.

However, not every marketing attempt at political engagement has been successful. A glaring example comes from Pepsi’s controversial ad featuring Kendall Jenner, which served as a cautionary tale for marketers. The firm’s foray into political marketing was widely criticized and showcases the importance of choosing issues that align with brand values.

The Fine Line of Political Marketing

It’s clear that companies have become more willing to wade into political waters, but there are inherent risks involved. Marketers are urged to ensure consistency across multiple channels when discussing political topics to uphold their brand integrity. Genuine motivation is key; consumers are quick to detect opportunism.

Ben & Jerry’s: A Case Study

Ben & Jerry’s has firmly showcased its commitment to social issues despite facing pressure from its parent company, Unilever. Reports suggest that Unilever attempted to silence the brand’s activism, even allegedly removing its CEO due to his dedication to social missions. This has not deterred Ben & Jerry’s from acting as advocates for change.

The beloved ice cream brand has continued to engage in activism by sponsoring events like the People’s March, and they’ve been vocal on social media. Impressively, they’ve gained approximately 4 million new followers since embracing political communication. Participation in the People’s March alone brought in around 25,000 new subscribers to their email list, indicating a solid support base eager to engage with their mission.

Impact on Consumer Loyalty

Internal research conducted by Ben & Jerry’s shows that those aware of the brand’s commitment to social causes are 30% more likely to regard it as their top choice for ice cream. Meanwhile, research indicates that 40% of U.S. consumers have changed their shopping habits due to moral grounds, with a significant 24% halting purchases from stores for political reasons. This trend is critical as it underlines how crucial brand values can influence consumer behavior.

Future Outlook and Challenges

As Unilever outlines plans to spin off Ben & Jerry’s and other ice cream brands by 2025, the beloved brand raises concerns about maintaining its independent board and ongoing social mission. Currently, Ben & Jerry’s reported a robust $951 million in sales for 2023, solidifying its position as a leader in the U.S. ice cream market.

In a world where consumers increasingly expect companies to stand for something, Ben & Jerry’s seems determined to remain at the forefront of the activist marketing movement, regardless of the challenges posed by corporate relationships. The coming years will reveal how their story unfolds and how they navigate the waters of corporate activism amidst changing times.

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Additional Resources

• Food Dive
• Wikipedia: Brand Activism
• Marketing Brew
• Google Search: Ben & Jerry’s activism
• The Drum
• Google Scholar: Brand Activism
• Sprout Social
• Encyclopedia Britannica: Brand Activism
• Spiceworks
• Google News: Ben & Jerry’s Unilever dispute