Ben and Jerry’s Knows We Have A Rocky Road To End Racism And They Are Doing Something About It
Social Unrest
If you have been anywhere close to the news or social media, then I’m sure you know what is going on. According to research by Statista, Black people are killed by police at a higher percentage than any other race, and after police murdered George Floyd, a slew of protests erupted in Minnesota, Atlanta, and New York. Eventually, all 50 states were out protesting against police brutality, using both peaceful and violent tactics.
There were mixed sentiments about the way the protests were going: some people supported non-violent protests while others understood the rage, frustration, and anger that spurred more violent protests. Wouldn’t you be upset if you lived in a country that was built by your ancestors and put policies and structures in place to make sure you never reached your full potential? These policies and structures I’m referring to encompasses systematic racism in schools, healthcare, career paths, etc. Social media is also exposing that some of these protests start peacefully and end in looting due to the actions of White protestors as well as police. I saw a Tweet that said, “How can you fight police brutality with police brutality?” Great question. You can’t.
It’s Time to Stan Ben & Jerry’s
As the social climate really began to ramp up, major brands were using social media to speak on police brutality, the Black Lives Matter movement, and systemic racism. One brand whose response really stood out to me was Ben & Jerry’s. The ice cream brand took to their social media channels to deliver a very clear and direct message: “We must dismantle White supremacy.” Overall, the response from the Black community was positive.
This statement stood out to me for two very specific reasons: it was direct and action-oriented. Ben & Jerry’s came with receipts! They attacked the issue that was head-on, using words that did not simplify or downplay the harsh realities that Black people are facing such as describing police brutality as “perpetuated by a culture of white supremacy” and “the predictable consequence of a racist and prejudiced system.” These words are not words that brands usually use. Brands often have the fear of being too one-sided, so they take the politically correct route. After reading the statement, I thought, “Wow! If they can get it…everyone can get it!” The statement was written in a way that did not waver in its stance and the specificity of facts propelled it forward.
Ben & Jerry’s even provided four different solutions to begin addressing the issues at hand. The solutions call upon 45, other government officials, and White America as a whole.
For instance, the brand directly points out the need for Trump to “not use his Twitter feed to promote and normalize” the agendas of white supremacy groups. WHEW! Come on Ben & Jerry’s! On that note, I feel like I need to go buy some ice cream right now. One of the most interesting points made in the statement was the fact that this playful ice cream giant was the brand to call White people and the government out to really take responsibility for what is going on in America. The looting wasn’t highlighted like the media often tries to do, but the distress of Black people and the need for White America to take accountability for its essential role in this distress.
This is not the first time Ben & Jerry’s has spoken out against injustices in America. The brand has a history of speaking on issues and calling for action. For example, Ben & Jerry’s has a section on their website dedicated to causes they care about like the GLOBAL plight of refugees. Because this is not the first time the company has taken a strong stance on social issues, I do not think it will negatively impact the business. In any case, I think it only helps to strengthen brand loyalty because they were able to differentiate themselves from others who are speaking out during this time and showed unwavering support to this human rights issue.
Through the use of social media platforms like Twitter and Instagram, the company was able to showcase their viewpoints in a comprehensive way that eventually drove customers back to the website. On the website, users were able to get a more in-depth look at the company’s stance as well as other articles related to the topic. Since the release of their statement, Ben & Jerry’s has also released a series of articles that address systematic racism. One article explains reparations and why they are needed for Black people.
The conversation is continuing and moving forward with Ben & Jerry’s. People thought we were just having a “Black Lives Matter Spirit Week” instead of understanding this is an on-going issue. Through the use of social channels, their website, consistency of speaking up, and partnerships with organizations that support the causes they are also passionate about, Ben & Jerry’s has provided an excellent example of how a brand should #PullUpOrShutUp.
