Ben & Jerry’s Social Justice Campaigns

In a world where corporate marketing often opts for safety and ambiguity, Ben & Jerry's is a unicorn. It's not just an ice cream company; it's a platform for social activism with a freezer. Since its founding in 1978 in a Vermont gas station, co-founders Ben Cohen and Jerry Greenfield wove social justice into the very core of their business model. Unlike brands that embrace causes as an opportunistic marketing tactic, Ben & Jerry's has threaded the advocacy for human rights, climate justice, and equality into its brand DNA for over four decades, turning each pint of ice cream into a potential political statement and every ad campaign into a manifesto.

This article explores Ben & Jerry's unique strategy, analyzing how it has used its advertising platform to advocate for social change, the campaigns that have defined its voice, and the risks and rewards of being a brand unafraid of controversy.

Authenticity as the Main Ingredient: Why the Formula Works

Ben & Jerry's success in corporate activism is no accident. It is based on principles that protect it from accusations of "woke-washing" or superficial activism:

Radical Authenticity: Activism isn't a marketing department; it's part of the corporate structure. The company has a Director of Global Activism and a charitable foundation that donates 7.5% of its pre-tax profits. Its advocacy for progressive causes is consistent and dates back to the 1980s, long before it was commercially convenient.
Total Integration with the Product: Social justice isn't just the theme of an ad; it materializes in ice cream names ("Justice ReMix'd", "Pecan Resist"), in Fairtrade ingredients, and in partnerships with farmer co-ops. The message is inseparable from the product being consumed.
Transparency and Clear Communication: Ben & Jerry's doesn't use evasive corporate language. Its statements, ads, and social media posts are direct, educational, and often blunt. They explain why a cause matters, not just what they're supporting.
Grassroots Commitment: The brand doesn't just broadcast messages from on high; it collaborates with and funds grassroots organizations and social movements, giving them a platform and resources. This grants it a credibility that pure marketing cannot buy.
Courage for Polarization: It understands that taking a clear stance will inevitably alienate a part of the market. However, it values the deep loyalty of consumers whose values align with its own more than universal approval.

Iconic Campaigns: Where Ice Cream Finds Its Conscience

1. Support for "Black Lives Matter" and Against Police Brutality (2016 - Present)

One of the brand's bravest and most defining stances.

The Campaign: In 2016, following a series of killings of Black men by police, Ben & Jerry's published a statement titled "Black Lives Matter." It wasn't an ambiguous message of "unity." It was a direct analysis of the history of structural racism in the U.S., with calls for specific political actions like ending the militarization of police.
The Strategy: They used their website and social media to publish detailed essays. They created the flavor "Justice ReMix'd" in 2019 in partnership with the Advancement Project National Office, dedicating part of the proceeds to criminal justice reform. The associated ads didn't just show ice cream, but real faces and stories.
The Impact: The campaign generated global headlines and a predictable backlash from some quarters. But it solidified Ben & Jerry's as a brand willing to lead on uncomfortable issues. It demonstrated that a corporation could use its voice for political education, not just commercial persuasion.
YouTube Link:

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2. The Fight for Marriage Equality (2009 - 2015)

An early example of using the product as a symbol.

The Campaign: Long before same-sex marriage was legal nationwide in the U.S., Ben & Jerry's openly supported it. In 2009, they temporarily renamed their classic flavor "Chubby Hubby" to "Hubby Hubby" in Vermont to celebrate legalization there. They launched the flavor "Apple-y Ever After" in the UK to support the campaign. Their communications used a cheerful yet firm tone, asking: "What love doesn't deserve to be celebrated with ice cream?"
The Strategy: It turned a civil right into a delicious, communal celebration. They used humor and the positive association of ice cream to normalize and humanize the issue, making it accessible and linking it to positive emotions.
The Impact: It helped bring the conversation about marriage equality into everyday spaces (the ice cream shop), stripping it of political abstraction. It was "sweet" but serious activism that attracted a broad audience.
YouTube Link:

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3. Climate Justice ("Save Our Swirled") (2015)

Bringing the climate crisis to the freezer.

The Campaign: With the flavor "Save Our Swirled" (a play on "Save Our World"), the brand launched a comprehensive campaign to push for a strong global climate deal at the COP21 in Paris. It included ads, a global petition, and content that explained climate science simply.
The Strategy: It personified the problem: the ice cream "melts" if we don't act. It was a literal and powerful metaphor. The campaign didn't just raise awareness; it channeled consumer energy into action (signing petitions, contacting politicians).
The Impact: It showed how a brand could act as both a megaphone and a community organizer for a complex global issue, making climate policy more tangible and urgent.
YouTube Link:

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4. Refugee Rights ("I Welcome") (2016 - Present)

A message of compassion in times of xenophobia.

The Campaign: In response to the global refugee crisis and closed-border policies, Ben & Jerry's launched the "I Welcome" campaign in Europe. The ads showed ordinary people expressing why they welcomed refugees, highlighting shared humanity.
The Strategy: It focused on empathy and basic human values rather than statistics. The brand used its platform to amplify the voices of those advocating for compassion, creating a narrative counterpoint to fear-based rhetoric.
The Impact: It positioned Ben & Jerry's as a global humanist voice, willing to intervene in sensitive international political debates. It reinforced its image as a company guided by principles, not just national borders.
YouTube Link:

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5. Criminal Justice Reform ("Justice ReMix'd" and related campaigns)

Tackling the complex prison system.

The Campaign: Beyond the flavor, Ben & Jerry's has maintained a sustained campaign calling for an end to mass incarceration and racial disparities in the justice system. Its communications are detailed, calling for concrete legislative changes.
The Strategy: It uses reports, collaborations with experts like the ACLU, and a tone of moral firmness. It doesn't sugarcoat the message (no pun intended). They recognize the gravity of the topic and call for serious reflection.
The Impact: It demonstrates that its activism doesn't just cover "easy" or high-consensus issues. It delves into complex and politically difficult areas, risking accusations of oversimplification but maintaining its commitment.
YouTube Link:

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The Inevitable Risks of Taking a Stand

This path is not without significant obstacles:

Polarization and Boycotts: Every campaign generates backlash from some quarters. They have been criticized by conservatives, and even by their parent company, Unilever, which prioritizes a broader market.
The Accusation of Hypocrisy: Being a large company with a carbon footprint (even if it uses renewable energy) makes it vulnerable to criticism about inconsistency. It must constantly strive to align its operations with its messages.
The Challenge of Permanent Authenticity: As brand activism becomes more common, the pressure for Ben & Jerry's to maintain genuine, undiluted leadership is greater. Any misstep would be very costly.
Geopolitical Limitations: Its firm stance on issues like the Israeli occupation of Palestine has led to its products being banned in some territories, showing the real limits of corporate activism in a complex world.

Conclusion: A Model That Demands Coherence, Not Perfection

Ben & Jerry's has demonstrated that advertising can be a powerful vehicle for social justice, but only if that justice is integrated into the bones of the company, not just its slogans. Its strategy isn't a manual for all brands to become activists; it's a case study on what it means to build a mission-driven company.

In 2026, in a context of growing skepticism towards "woke capitalism," Ben & Jerry's legacy is crucial. It reminds consumers that they can vote with their dollars for companies with values, and it reminds businesses that once they choose a path of advocacy, they must walk it with transparency, humility, and an unwavering commitment. In the end, Ben & Jerry's doesn't just sell ice cream; it sells the idea that business can be a force for good, one pint at a time. And that, in a world that often tastes bitter, is a flavor many are willing to support.