In June, after the killing of George Floyd in the US ignited Black Lives Matter protests around the world, it was one of the most prominent brands to,A few weeks later, Ben & Jerry’s joined other brands, including Patagonia and The North Face, in,Then in August, as migrant crossings in the English Channel came back into the spotlight, the ice-cream maker.Ben & Jerry’s stance on the migrant crossings was met with some derision, with critics calling for a boycott of the product and Foreign Office minister James Cleverly accusing the company of “virtue signalling”. 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"Unless and until white America is willing to collectively acknowledge its privilege, take responsibility for its past and the impact it has on the present, and commit to creating a future steeped in justice, the list of names that George Floyd has been added to will never end," Ben & Jerry's wrote in conclusion.4 years ago, in the wake of Ferguson, we felt compelled to support the,In October 2016, the beloved ice cream makers issued a statement.Twitter users praised the company and highlighted their activism.shiiiit, you’re expensive but worth it. What happened to George Floyd was not the result of a bad apple; it was the predictable consequence of a racist and prejudiced system and culture that has treated Black bodies as the enemy from the beginning. We were becoming businessmen… it was not our idea of a good time as children of the 60s,” Greenfield,Instead of abandoning ship, however, they decided to do business differently, by growing it in a way that would support both its employees and the community. This website is not directed to consumers outside of the U.S.Incorrect captcha response. In 2016, the company issued their support of the Black Lives Matter movement. “It is a minefield for most brands,” Goldstone warns.He advises: “Actions at this point are way more powerful than words. Our editors handpick the products that we feature. And it’s done with a real sense of humour and wit,” Jameson says. In recent years, as purpose-driven marketing has risen to the fore, Ben & Jerry’s has often been cited as one of the brands getting this right. Ben Cohen, left, and Jerry Greenfield, co-founders of Ben & Jerry's. In retrospect, this seems incredibly of the moment.”.However, it is a more recent development for Ben & Jerry’s to hold Facebook’s feet to the fire. The statement also noted that Floyd is the latest in a long list of names that stretches back to 1619, when the first enslaved men and women arrived on this continent. The Bombers lived up to their name in a ridiculous fourth inning, hitting five home runs, including a stretch of three in a row, in a 10… By now you’ve likely seen a number of official statements from,Clearly a line is being drawn in the sand and corporations are trying to enter the conversation. The Vermont-based ice cream maker shared a post to their website titled “Silence is NOT an option” amid continued protests against police brutality across the country.“All of us at Ben & Jerry’s are outraged,” the statement said. Lastly, they asked for the Department of Justice to make use of the Civil Rights Division as a means of protecting Black and brown people. So it should come as no surprise that the brand spoke out as BLM took off again this year – it was doing so before many other marketers woke up to the issue.Ben & Jerry's stance on racial equality and refugees has received a significant amount of media coverage over the past few months, Sean Greenwood, director of PR and communications for the brand, says.However, as much as some cynics might agree with Cleverley's verdict that the brand was “virtue signalling” or jumping on trending topics, Greenwood is quick to point out that this “is not cause-related marketing”.He continues: “The concept is not for us to do something controversial for attention. i fuck with u ben & jerrys,Ben & Jerrys has always been about that life.Ben & Jerry's has been owned by Unilever since 2000, but its commitment to speaking out about social issues has not wavered.How You Can Help Demand Justice for George Floyd,Read Barack Obama’s Important Call to Action,George Floyd's Brother Calls for End to Violence.This content is imported from Twitter. Delish editors handpick every product we feature. We have to stand together with the victims of murder, marginalization, and repression because of the color of their skin, and with those who seek justice through protests throughout the country. Ben & Jerry's "dismantle white supremacy" statement in the wake of the killing of George Floyd stood out in a sea of corporate platitudes. On the other side, I think the pandemic will be another catalyst – there’s been a whole series of them – for a lot of brands to behave in a more purpose-led way. We have to speak out. “It is the facilitator that allows Ben & Jerry's to speak up without sounding too preachy.”,The ice-cream flavours are also an example of how Ben & Jerry’s mission bleeds into its products – it is not a separate pursuit cordoned off into some “corporate social responsibility” division. But research into the values of Generation Z suggests that this time around, social issues will not be so easily forgotten despite another downturn.“The data about Gen Z says that they care about values but they also care about things being cheap in a way that millennials didn’t.