In a highly saturated market, Ben & Jerry’s has managed to chart steady growth. This has a lot to do with the goodness the brand offers, and we are not only talking about its products! Never one to shy away from progressive values, Ben and Jerry’s daringly takes on social issues. When it was bought by Unilever, one concern it had was that the acquisition would not be peachy and instead be a rocky road. How could it continue to grow its business while advocating for social causes?
When we were called by Ben & Jerry’s to work on this challenge, one thing was very clear to us: this is a company with a strong and powerful purpose. The human challenge was how to get people that did not work for the company, their consumers, to become advocates for their cause. How could we get the people they served to join Ben & Jerry’s in their desire to have social impact and drive change?
during workshops that Innate Motion carried out with ice cream lovers and in particular with Ben & Jerry’s consumers across the world, it became clear that the real soul of the company was in fact made up by their consumers and the people and communities that supported them and supported the progressive values and causes that also Ben & Jerry’s dared to care for. The brand alone could not fulfill its purpose, it needed these consumers and support communities to engage and be aspiring activist with them. The good thing was that people wanted to be activists. What Ben & Jerry’s had to do is let go and invite more people to contribute in ways that make them feel great and share a sense of impact.
as a result, Ben & Jerry’s turned their customers into aspiring activists, who individually or collectively engage in the company’s cause and use the backup and support of a multinational to strengthen and widen their views to other communities. By supporting controversial campaigns such as the fight to legalize same sex marriage and creating a new flavors such as Hubby Hubby and Apple-y-ever-after, Ben & Jerry’s embraced their activists who dare to care and found that purpose goes hand in hand with success.. Another examples of their activism was the campaign “if it melts its ruined” that rallied people in 26 countries to march in Paris and create awareness for climate change issues and influence the world leaders at COP21.