Ben & Jerry's: Using Their Platform for Good

Ben and Jerry's is an ice cream company that was 1978 and it is currently headquartered in Burlington, Vermont. Ben and Jerry's is my favorite brand of ice cream, which makes it really convenient that there is a shop right across the street. Ben and Jerry's has 1.5 million followers on Instagram, 401.1 thousand followers on TikTok, and 483 thousand followers on X. Personally, I only follow the brand on Instagram which I believe to be Ben and Jerry's most successful account. On TikTok, the brand is focused on making light-hearted content. There are videos about "What's your sundae personality?" and announcements of new flavors. On X, the brand reposts content from other platforms or directs users to their website or podcast through linked content. Instagram is where the brand makes the most impact.

Ben and Jerry's motto is "Peace, Love, & Ice Cream" which can be found in all their social media bios. This is a motto that I believe the brand has truly taken to heart. The brand's Instagram is full of infographics and calls to action for its various activist campaigns. This includes issues like cash bail, reproductive rights, and the Dakota Access pipeline. Ben and Jerry's strives to be more than just an ice cream company but a voice of change in the world. The brand's activism also extends past social media. Ben and Jerry's has frequently released special flavors and packaging designs based on one of its campaigns. "Change is Brewing" advocated for the fundamental right to vote and encouraged voter turnout in Black communities, "Change the Whirled" advocated for various social and racial justice issues, and "Justice Remixed" advocated against systemic racism and for criminal justice reform. Ben and Jerry's has also done flavor collaborations with different Netflix shows and The Tonight Show. 

Instagram is the best platform for Ben and Jerry's messaging. The slideshow-style posts allow the brand to make mini-presentations to inform and capture the attention of users in a way that TikTok and X are unable to. The brand also posts the same fun videos on Instagram Reels that can be found on TikTok and promotes their website and podcasts on Instagram just like they do on X. Instagram works as an all-in-one tool for Ben and Jerry's brand messaging and advocacy. 

Corporate Social Responsibility is the idea that a company should positively impact its community, the environment, and the economy. Ben and Jerry's takes this responsibility to the next level with its advocacy. When you look at the brand's values, it commits itself to leading "a progressive, nonpartisan social mission that seeks to meet human needs and eliminate injustices in our local, national, and international communities by integrating these concerns in our day-to-day business activities." Ben and Jerry's is very successful on social media and using it to execute its brand mission. Instagram is the perfect platform for the brand's online presence because it has a little bit of everything. Ben and Jerry's can simultaneously be fun, informational, and serious on social media. This is probably why Instagram has the most followers and posts on Instagram. It fits the brand's messaging and its needs. Ben and Jerry's is a company that I can feel good about supporting. I find their social media presence to be both entertaining and educational. I hope they keep putting in the hard work to make our world a better place.

Sources: “Our Values, Activism and Mission.” Ben and Jerry’s, www.benjerry.com/values.