Three things we can learn from Ben & Jerry’s Dedication to CSR

When it comes to corporate social responsibility, it does not matter what type of company you are, it is necessary for a good business. The bigger a company you are, the bigger influence you have, the bigger impact you can make. Whether that impact is positive or negative, you as a company are making one and people are looking to see what that impact is. The ice cream company, Ben & Jerry’s have been known to be outspoken on environmental, political, and social issues, clearly exemplifying their dedication to CSR. There are many things to learn from looking at the way that Ben & Jerry’s have gone about building this reputation for themselves. ​ 1) Environmental scanning is essential for any type of company ​ It is clear that Ben & Jerry’s incorporate environmental scanning into their company. They were one of the first companies to issue a statement on the murder of George Floyd by police and the Black Lives Matter protests that soon followed. This could not have happened without attentive environmental scanning. Caring about what your consumers care about makes good PR, however Ben & Jerry’s press wasn’t all good. Putting something out that is controversial lost them some of their customers. However, they took a risk in order to stay true to their values and it paid off. Many other large corporations began to release statements on the issues and make changes in their

2) Even Ice Cream can make a change

Some would argue that an ice cream business has no place in politics or social issues, but Ben & Jerry’s is well aware of the impact that they can make despite what is relevant to their product. Ice Cream has no connection to these things? They changed that by releasing issue-oriented ice cream flavors like Pecan Resist, in support of Black Lives Matter, Change the Whirled with NFL quarterback Colin Kaepernick, and Empower Mint, that reminds people that through our voice's changes can be made. Despite what is relevant to your company, you can make an impact by finding a set of values and advocating for them.

3) A shared set of values builds strong bonds ​ While customers were lost, a lesson that can be taken away from Ben & Jerry’s CSR model is that a shared set of values builds strong bonds. Connecting with your customers through shared values can be extremely impactful for your company. It generates loyalty and results in earned media. Their customers became fans, sharing their posts and going out of their way to support Ben & Jerry’s. Not only does it externally create bonds but also internally. Their employees can feel as though they are a part of something that they support and care about, creating loyalty and earned media.