Lessons from Ben & Jerry’s and Other Bold Brands
In today’s polarized world, businesses are increasingly being called upon to take a stance on social and political issues. Gone are the days when companies could remain neutral on matters that impact their communities, employees, and customers. For some brands, taking a stand has resulted in stronger loyalty and growth. For others, it’s led to controversy and backlash. So, how do you decide whether your business should take a political stand?
Let’s explore this complex issue by looking at case studies of businesses like Ben & Jerry’s and others who’ve chosen to use their platforms for advocacy.
1. Ben & Jerry’s: The Gold Standard for Socially Conscious Business
Ben & Jerry’s is perhaps the most well-known example of a business that unapologetically engages in social and political activism. Since its founding in 1978, the ice cream company has consistently aligned itself with causes ranging from climate change to racial justice and LGBTQ+ rights. The company’s website has a dedicated section for social mission statements, and it regularly publishes bold statements on issues like voting rights and criminal justice reform.
Why It Works:
- Authenticity: Ben & Jerry’s has always positioned itself as a brand with a conscience, making its activism seem like a natural extension of its identity. The founders, Ben Cohen and Jerry Greenfield, were personally committed to social causes from the start.
- Consumer Trust: Because the brand’s activism is consistent and aligned with its values, many consumers trust the company and feel more loyal to it. This has translated into a strong brand identity that resonates with socially conscious consumers.
- Employee Engagement: The company’s activism boosts employee morale and engagement, as workers are proud to represent a business that aligns with their personal values.
The Risks:
While Ben & Jerry’s activism has worked well for them, it hasn’t been without controversy. Their outspoken support of movements like Black Lives Matter has sparked boycotts from consumers who disagree with their stance. However, the brand seems to understand that the customers they lose due to these views aren’t aligned with their mission—and they’re willing to take that risk.
2. Nike: Standing Strong in the Face of Controversy
Another high-profile case is Nike’s 2018 “Just Do It” campaign featuring Colin Kaepernick, the former NFL quarterback known for kneeling during the national anthem in protest of police brutality. By making Kaepernick the face of the campaign, Nike took a clear stand on the issue of racial injustice, knowing full well that it would generate both support and outrage.
Why It Worked:
- Audience Alignment: Nike’s core customers—young, diverse, and progressive—were more likely to support the stance Nike took. The brand knew its audience well and played to their values.
- Long-Term Brand Growth: Despite initial backlash, including boycotts and people burning their Nike gear, the company saw a 31% increase in sales shortly after the campaign’s launch. By staying true to its message, Nike was able to convert controversy into long-term brand loyalty and growth.
The Risks:
Nike’s Kaepernick campaign was met with severe backlash from certain segments of its consumer base. Some argued that the brand was alienating a significant portion of its audience. However, Nike’s leadership understood that standing for something would deepen relationships with its core customers—especially younger generations—and that paid off in the long run.
3. Patagonia: Environmental Activism as a Core Value
Patagonia, the outdoor apparel company, has long been a pioneer in environmental activism. In fact, its commitment to the environment is so strong that the company recently made headlines for transferring ownership to a trust that will use profits to fight climate change. Patagonia regularly takes a stand on political issues, especially those related to environmental protection and sustainability.
Why It Works:
- Clear, Consistent Messaging: Patagonia’s activism is closely aligned with its brand mission to “save our home planet.” This alignment between corporate mission and political stance makes their activism feel authentic rather than opportunistic.
- Educating Consumers: The brand uses its platform not just to sell products, but to educate consumers about environmental issues. This level of engagement builds trust and positions Patagonia as a thought leader.
The Risks:
Patagonia’s vocal activism has led to pushback, especially when the company sued the Trump administration over public lands protections. However, much like Ben & Jerry’s, Patagonia is clear about who its audience is and prioritizes those customers who align with its values. This makes the brand less vulnerable to losing its core audience due to political stands.
4. When Staying Neutral Backfires: The Case of Facebook
On the flip side, staying neutral can sometimes be just as risky as taking a stance. Facebook (now Meta) faced major backlash for its perceived inaction during key political moments, including its handling of misinformation during the 2016 U.S. election. Many consumers and even employees felt that Facebook’s refusal to take a clearer political stance or enforce stricter content policies was a betrayal of its responsibility as a global platform.
Why It Didn’t Work:
- Loss of Trust: Facebook’s attempt to stay neutral in an increasingly polarized environment led to a loss of trust among users and even some high-profile advertisers. Many felt that the company’s lack of action on crucial social issues was damaging both to society and its own reputation.
- Internal Conflict: The company also saw internal strife, as employees staged walkouts and protests against leadership decisions regarding political neutrality. This showed that even within the company, there was discontent with its stance—or lack thereof.
Should Your Business Take a Stand?
Deciding whether your business should take a political stand depends on several factors, including your brand identity, your audience, and your core values. Here are some questions to ask before making a decision:
- Is this issue aligned with our brand’s mission and values? If the political issue is closely related to what your business stands for (like environmental protection for Patagonia), taking a stance can strengthen your brand.
- Do our customers care about this issue? Understanding your audience is critical. If your customer base cares deeply about a certain issue, taking a stand could increase loyalty and engagement.
- Are we prepared for potential backlash? Taking a stand always involves risk. You need to be prepared to lose some customers while gaining deeper loyalty from others. Be sure the stand you take is worth the potential fallout.
The Bottom Line
Taking a political or social stand can be a powerful way to align your business with its values, build brand loyalty, and engage with your community. However, it’s not a decision to take lightly. Businesses like Ben & Jerry’s, Nike, and Patagonia show that when done right, activism can enhance your brand’s reputation and connect with customers on a deeper level. But the decision should always be authentic and aligned with your company’s mission—because nothing scares customers away faster than inauthenticity.
Need help finding your brand’s voice and aligning it with your values? Contact PSM Marketing today to develop a marketing strategy that’s bold, authentic, and true to your business.
FAQs
Why do some businesses take political stances?
Businesses take political stances to align with their core values, engage their target audience, and build a stronger brand identity.
What are the risks of taking a political stand?
Taking a political stand can lead to backlash, boycotts, or alienating certain customers. It can also lead to stronger brand loyalty among customers who share your values.
Which companies have successfully taken political stances?
Ben & Jerry’s, Nike, and Patagonia are examples of companies that have successfully taken political or social stands, earning loyalty from like-minded customers.
Is it better for businesses to stay neutral on political issues?
While neutrality can sometimes be safer, it may lead to a loss of trust or relevance, especially if your customers expect your brand to take a stand on important issues.
How can I decide if my business should take a stand?
Consider whether the issue aligns with your brand’s mission, whether your customers care about it, and if you’re prepared for potential backlash. Always be authentic in your approach.