Purposeful actions are as sweet as ice cream

In a previous blog post we talked about the societal trend – Lack of Trust, in which there is a growing public sentiment of distrust towards large institutions and brands. Consumers are skeptical of whether brands actually care about their stakeholders and  hold their interests at heart, rather than simply treating them as an exploitable source of profit. That said, to earn consumers’ trust brands need to not only say, but show consumers that they care. More and more consumers expect brands to engage in purposeful actions that are in line with consumers’ values and interests, and have a positive impact on society.

Ben & Jerry’s is an example of a company that has earned a reputation of being socially responsible. As a company, Ben & Jerry’s is certified by the non-profit B Lab to show that it meets rigorous standards of social and environmental performance, accountability, and transparency. On Ben and Jerry’s official website, you can read all about the issues that the brand cares about –  fair-trade economy, social justice, the environment, sustainability, refugees, etc. But actions speak louder than words. Indeed, Ben & Jerry’s have demonstrated actions to support their commitments.

For instance, the brownies from Ben & Jerry’s Chocolate Fudge Brownie ice cream are sourced from Greyston Bakery in Yonkers, which endorses an “open hiring” policy, meaning that anyone who is willing to work could be hired without pre-screening or background checks. This creates career opportunities for the homeless, people with incarceration records or addiction problems, and many others facing employment barriers. More recently, Ben & Jerry’s has been engaged in efforts to support the plight of the refugees. The company has partnered up with International Rescue Committee to gain support for a piece of legislation that would help refugees resettle safely in Europe (i.e., The European Council will decide shortly on a crucial bill that determines how vulnerable refugees may be invited to find a safe home in one of the European countries). In support of this cause, Ben & Jerry’s invites its fans and visitors to its website to sign an online petition to give the public an opportunity to rally support for an issue that they care about. As this is a legislation that is being voted on by the European Parlement, people could sign the petition on local European websites (for example this is the online petition on the UK Ben & Jerry’s webpage).

Thanks for making the world a better place with both your ice cream and your efforts in supporting positive environmental and social causes!

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