You might think that ice cream and fighting against racial injustice don’t go together. But actually, for Ben & Jerry’s ice cream, it does. Ben & Jerry’s has made it its mission to support the BLM movement and actively work to solve racial injustice. The ice cream chain decided to use its power and influence to take a stand on social media by clearly stating its position, educating and offering solutions.
In an interview with Harvard Business Review, Matthew McCarthy, Ben & Jerry’s CEO, stated that the company has seen growth due to its social activism. They have even “launched issue-oriented ice cream flavors like Pecan Resist, a nod to Black Lives Matter, and Change the Whirled, with NFL quarterback and racial justice advocate Colin Kaepernick.” Their consumers, which McCarthy refers to as “fans,” are very supportive of their vocal style and the efforts they have made to take a stand against racial injustice. He states, “Some of them buy more ice cream as a result. They don’t have to. That’s why we call them fans, not consumers.”