Teams must grow. People must be given

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People is the team, the people who work in the company. Curley is very clear that this work cannot be outsourced. “People are the driving force of the organization. Their personal purpose must be connected to the purpose of the organization. If you want to work this way, you don’t have to hire activists, but you do need people with experience. That is the approach of Ben & Jerry’s. Marketers must be given the time to learn this new way of working. They dive into all the facets that are important to the company. They must know everything there is to know about the product, such as the exact amount of milk fat. Only then can you 1. be authentic and 2. be passionate about what you sell. the opportunity to learn and be actively involved in the topics that really matter to us. In addition to the product knowledge to be able to make the most delicious ice cream, this is also the fulfillment of the social mission of Ben & Jerry’s.”

Climate change and human rights are two of the most pressing issues facing our society. And a major reason why many people still work for Ben & Jerry's. – Jay Curley

4. Power
“ Power is how you can put your entire business operation and all your marketing touch points at the service of your social mission. You have so many resources at your disposal. From product to packaging to channels. Use them to share an extra message,” says Curley. Ben & Jerry’s not only makes delicious ice cream, but also has great brand awareness, a large group of customers and loyal fans. When Ben & Jerry’s launches a new ice cream flavor, it gets a lot of press. It is no coincidence that the flavor “ Empower Mint ” was introduced in North Carolina last year , at the same time as the launch of the campaign “ Democracy is in your hands ”. This campaign, in support of the American civil rights movement NACCP, focused on voter suppression and drew attention to the influence of (anonymous) financial backers of the elections.

Founders Ben Cohen and Jerry Greenfield were both present at the launch of the new ice cream flavor and chose North Carolina because the state is the epicenter for the fight for voting rights new zealand number for whatsapp in the United States.

After all, you're more likely to click on a new ice cream than on a photo of refugees on a boat.

5. Publishing
According to Curley, inviting fans is a powerful tool to build a social movement and can have a huge impact at the right time. Ben & Jerry's helps social movements produce content and shares it with its followers. For example, the company wrote no less than 90 blogs on climate change last year , ranging from extensive studies to tips and short videos. A video was made in advance of the Paris Agreement in which the consequences of climate change are explained using melting ice.



Although Ben & Jerry's invests a lot of time and energy in fulfilling its social mission, half of Americans do not know that the company is more than an ice cream seller. They also want to make these people part of the social movement. This requires a different approach. The same subject is spread through different channels and with a different message.

Curley: “We are a fun ice-cream company and want to contribute to solving important world problems. We bring these two extremes together. We use our fun and inviting brand as a doorway to social movements. After all, you click faster on a new ice cream than on a photo of refugees on a boat.