What Ben & Jerry’s activism can teach business leaders

Last week’s news that Unilever plans to spin off its ice cream business, including Ben & Jerry’s, into a separate company drew new attention to the Vermont-based ice cream company’s aggressive activities.

“The brand will likely become the crown jewel of a new company in which Unilever shareholders will own a stake, although some analysts expect Ben & Jerry’s to be sold separately to another buyer.” Ta. boston globe report.

Founded by Ben Cohen and Jerry Greenfield, the company’s priorities and policies have not always been well-received by the business community, including its parent company.

But Ben & Jerry’s approach to activism could be useful to corporate leaders across the political spectrum who want to influence the issues their companies focus on. However, management must be mindful of how customers and the public, who may not agree with the activity, may react to such efforts.

state your values

Before embarking on a path of action, it is important to clearly articulate your organization’s values ​​and beliefs both internally and externally.

According to Ben & Jerry’s website, “We believe ice cream can change the world.” in our daily business operations. ”

connect with your audience

Depending on the nature and objectives of the business, business owners need to identify when and how to connect with the public.

“Ben & Jerry’s doesn’t just sell ice cream. It offers the scoop on activism in every cone. It’s able to connect with its audience on a very deep level, rather than just consumption,” says Columbia University. said Tennyce Williams, an adjunct teaching expert at George Washington University, in an email.

“Their strategies are a masterclass for business leaders on how to build community with customers by creating experiences that resonate on a personal level. It transforms everyday transactions into meaningful ones. Strategies like this “Not only does it increase brand loyalty and customer engagement, it also turns occasional buyers into lifelong fans, which is a key driver of profitability,” she commented.

commit

Consistency, determination, and tenacity are the keys to ensuring success in your business endeavors.

“Ben & Jerry’s is not performative. Every campaign, every message, and every pint sold is a testament to their unwavering commitment to social justice,” said Tara, CEO of Not the HR Lady.・Mr. Furiani said in an email.

be authentic

Ben & Jerry’s teaches us that authenticity shouldn’t be an afterthought or a marketing ploy. It should be a core element of your brand. Our challenge as leaders is to build this credibility into our corporate structure to ensure that our actions always match our words,” said Mr. Furiani.

Use of exercise

“Political and social activism relies on the personal charisma of activists, and Ben and Jerry both used their charm to build their companies,” said Robert Byrd, a business law professor at the University of Connecticut. “It has been very effective in promoting those values.” by email message.

recognize your limits

Corporate campaigns do not last forever and may have built-in limits on how long they can or should continue.

“Once a brand is sold to a corporation, the social and political values ​​of its founders only remain for a long time. Eventually, this corporation becomes culturally integrated into a larger corporation, and Ben & Jerry’s ice cream “We lose some of the characteristics that made it unique,” Bird said.