Ben and Jerry’s is not a company to shy away from caring about issues that affect the world. The popular ice cream brand has written statements of action for many issues such as racial justice, criminal justice, climate change, LGBT equality and GMO labeling legislation.
On Dec. 10, 2020, Ben and Jerry’s announced its partnership with Colin Kaepernick and his organization called Know Your Rights Camp.
Kaepernick’s organization has the mission of advancing the liberation and well-being of Black and Brown communities. Ben and Jerry’s has also issued a statement in support of the Black Lives Matter movement.
With these actions, the company has engaged with social issues and stayed consistent with the platforms it establishes.
By teaming up with Kaepernick with his own flavor, “Change the Whirled,” the company is demonstrating its commitment to bring awareness to criminal and racial justice.
The partnership with Kaepernick and the list of social issues that Ben and Jerry’s care about most likely has a significant impact on the mutually beneficial relationship the company has with its audience.People that have the same values Ben and Jerry’s discuss on its “Issues We Care About” page will view the company as doing good in the world and may choose this brand over another when browsing the ice cream aisle of the grocery store. In turn, the company will see more of a profit and bring more awareness to larger issues.