Social Spotlight: Ben ’ Jerry’s and how to take an actionable stand on social 

Welcome to the Social Spotlight, where we dive deep into what we love about a brand’s approach to a specific social campaign. From strategy through execution and results, we’ll examine what makes the best brands on social tick — and leave you with some key takeaways to consider for your own brand’s social strategy.

Overview

For years companies have faced increasing pressure to take a stand on social and political issues. And while some have succeeded in rising to this challenge, recent responses to COVID-19 and the Black Lives Matter movement indicate that brands still have a ways to go. In fact, the generic corporate response of solidarity was so pervasive, it was eventually parodied—revealing the harsh reality that many brands were either unprepared, or worse, unwilling to address these issues head on. There are, of course, real risks giving these brands pause. Our most recent Brands Get Real report found that 55% of consumers say they would boycott brands that support public issues that don’t align with their own views. But therein lies the key to communicating a believable message during times of crisis: It should cost you something.

One brand willing to pay this price is Ben & Jerry’s. Whether it’s a social post illustrating how to defund the police with ice cream scoops or a personal account of white privilege, Ben & Jerry’s has proven that it’s willing to lose money in order to gain ground in the fight against injustice. And even though their credibility is bolstered by their history of political activism, you don’t need four decades of action to start making an impact today.

What you can learn

1. Actions speak louder than words.

As a copywriter, it’s tough to admit when words aren’t enough—but in this case, it’s absolutely true. When you want to demonstrate genuine support around an issue you’ve likely never addressed publicly, one social post—no matter how brilliantly-written—just isn’t going to cut it. With consumer trust as low as it is, we have to do more to convince our audiences that our support is genuine. To assure people that your solidarity isn’t just lip service, your message should a) address an issue directly, not vaguely and b) include a plan, report or specific example of your ongoing action. While many brands were busy drafting their “We stand with” statements, Ben & Jerry’s got to work creating well-researched videos, social graphics and blog posts to educate and empower their audience around important issues like transgender rights and racial discrimination in our justice system.

Getting started: In the short-term, find some local and national nonprofit organizations that advance racial equity and justice you can donate your resources to. Then, take some time to reflect on what your company could be doing better to ensure your workplace and business are diverse, equitable and inclusive. Post about your plans, share what you’re learning and commit to making cause-related content a regular part of your publishing strategy moving forward.For the long-term, establish which issues your brand is most passionate about, and most closely align with your company’s values (if you’ve yet to establish company values, here’s a glimpse into our process). A good social listening tool will also help you find out which causes your customers care about to ensure your values are shared. Then create a plan for how you will champion that cause moving forward, and commit.

Defund the police, defend Black communities! This #Juneteenth, it’s more important than ever that we dismantle the racist and ineffective model of American policing. Learn more about how defunding the police works and why we so desperately need it: https://t.co/JLY6f0u5y3 pic.twitter.com/3UnML38dDx

— Ben & Jerry's (@benandjerrys) June 19, 2020