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Brands Using the Power of Purpose - BEN & JERRY'S

There is one name that stands out when it comes to Ice cream brands, not only for its delicious flavours but also for its commitment to making a positive impact on society and the environment. Ben & Jerry's, founded in 1978 by childhood friends Ben Cohen and Jerry Greenfield, has become much more than just an ice cream company; it has become a purpose-led brand that inspires change and social responsibility.

At the heart of Ben & Jerry's philosophy lies the belief that businesses can and should be a force for good

They have demonstrated their commitment to social and environmental causes through their practices, products, and advocacy efforts, setting a shining example for other companies to follow suit. Perhaps you can gain inspiration from one of the many ways Ben & Jerry's strives to be a force for good:


Brand Purpose, Ben & Jerrys Purpose.
Ben & Jerry's, founded in 1978 by childhood friends Ben Cohen and Jerry Greenfield


Clear and Consistent Values



Ben & Jerry's has always been upfront about its values, with a strong focus on social and environmental issues. Their commitment to promoting social justice, supporting fair trade, and advocating for climate action is evident in both their actions and communications. Consumers are drawn more and more to brands that authentically uphold their principles and stay true to their values, which can lead to higher trust and loyalty.



Transparent Business Practices


The company has demonstrated transparency in its sourcing of ingredients, its sustainable business practices, and its approach to social responsibility. Being a Certified B Corporation further highlights their commitment to accountability and transparency in all aspects of their operations.




"Business can be a source of progressive change"

Jerry Greenfield




Brand statements. Mission statement, purpose led brand
Ben & Jerry's Brand statements and mission.


Authenticity


Ben & Jerry's actively engages with its customers, employees, and communities through its social media channels and various campaigns. They encourage open dialogue and actively listen to their stakeholders, fostering a genuine connection with their audience. Their willingness to take a stand on important issues and encourage customer participation in advocacy efforts enhances their authenticity.


Supporting and championing social issues


The brand's consistent support for various social causes, such as racial justice, LGBTQ+ rights, and climate change, has resonated with consumers who are increasingly conscious of the social and environmental impacts of their choices.


They are dedicated to using their platforms to drive positive change at every opportunity including creating unique flavours that reflect social issues and inspire conversations. For example, they released the "Save Our Swirled" flavor to highlight the importance of climate change action, and "I Dough, I Dough" in celebration of the U.S. Supreme Court ruling on marriage equality. These flavours not only provide unique and enjoyable taste experiences but also act as conversation starters and has gained them widespread admiration.


People empowerment


Ben & Jerry's put the people they serve and the people they employ at the heart of their impact. They are known for treating employees well, providing fair wages, benefits, and a supportive work environment as well as supporting causes such as the Black Lives Matter movement and advocate for LGBTQ+ rights.


They are also committed to sourcing Fairtrade-certified ingredients, such as cocoa, sugar, and coffee. By doing so, they support the farmers and ensure ethical labor practices within their supply chain


Longstanding track record


Ben & Jerry's is not one of these brands that have adapted and grown into their purpose in recent years but have been advocating their social and environmental causes for decades, showcasing their long-term commitment to making a positive impact. This consistent dedication to their values has helped solidify their position as an authentic and purpose-led brand.


Their impact on the planet


All this effort has helped accelerate their impact to the causes they passionately support:


By 2020, Ben & Jerry's had reduced its absolute carbon footprint per pint by 46.5% compared to its 2012 baseline.
They aim to achieve 100% renewable energy by 2025 in their global operations
As of 2020, they had contributed over $14 million to various community organizations and nonprofits.
the company has purchased more than 30 million pounds of Fairtrade-certified ingredients.
In 2021, the Company contributed a total of $4,754,925 to the Ben & Jerry’s Foundation which focuses on advancing social justice, protecting the environment, and supporting sustainable food systems.
since 2018 they have paid approx $5.75million to the 50 farms and 500+ farm workers they support in their supply chains.



"We decided to redefine the Bottom line at Ben & Jerrys"

Ben Cohen




Ben & Jerry's has proven that a purpose-led approach is not only ethical but also profitable. By combining their delectable ice cream creations with a genuine commitment to social justice and environmental sustainability, Ben & Jerry's has become a brand that resonates with consumers who seek more than just a tasty treat.


Through their purpose-led initiatives, Ben & Jerry's continues to inspire individuals and corporations alike, showing that businesses can indeed be a powerful catalyst for a better world.





Are you looking to build your brand with purpose in 2023 or beyond?

Do you need to connect with your audience on an emotional level with a shared purpose?


If the answer is YES to all or any of these questions, we would love to help you discover or re-discover your WHY.

Contact us to help you build the foundations of a purpose led brand


Enjoyed this article?.

Check out our other posts on all things branding including How to build and define your brands purpose


About the author:

Rob Fryer heads up BrandStorm and will change the way you think about your business and it's brand? Find out more here




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