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Innovation of the Day: Ben & Jerry’s seeks to scoop up votes

Summary of: From pints to the polls

Findings:

  • Ben & Jerry’s has launched a new limited-edition ice cream flavor called "Churn Out the Vote" to promote voter engagement, particularly among young people and people of color.

  • This initiative is in partnership with Black Voters Matter Capacity Building Institute.

  • Ben & Jerry's has a history of using its platform to promote social justice causes, sometimes leading to conflicts with its parent company, Unilever.

  • The brand has previously used product launches to support various activist initiatives.

Key Takeaway:

Ben & Jerry's is leveraging its brand and product launches to promote voter participation and social justice, aligning with its longstanding tradition of activism.

Trend:

The trend is brands increasingly taking a stand on social and political issues, using their products and platforms to promote change.

Consumer Motivation:

Consumers are motivated by a desire to support brands that align with their values and contribute to positive social impact.

What is Driving the Trend:

  • Growing consumer awareness and demand for corporate social responsibility.

  • The desire for brands to authentically connect with consumers on a deeper level.

  • The increasing influence of social media in amplifying social and political causes.

Who the Article Refers To:

  • Ben & Jerry's

  • Black Voters Matter Capacity Building Institute

  • Palika Makam, activism manager at Ben & Jerry’s U.S.

  • Unilever

  • Tony’s Chocolonely

  • Ava DuVernay

Description of Consumers/Product/Service and Age:

  • Consumers: Socially conscious individuals who support brands that align with their values, likely across various age groups, but with a focus on young people and people of color.

  • Product/Service: "Churn Out the Vote" ice cream flavor

Conclusions:

  • Ben & Jerry's continues its commitment to social activism through its new product launch.

  • The brand's focus on promoting voter engagement aligns with its values and resonates with its target audience.

  • The collaboration with Black Voters Matter further strengthens the message of inclusivity and empowerment.

Implications for Brands:

  • Brands can leverage their products and platforms to promote social causes and connect with consumers on a deeper level.

  • Aligning with social justice initiatives can enhance brand image and foster consumer loyalty among those who share similar values.

  • Brands need to be authentic and transparent in their activism to avoid accusations of performative marketing.

Implication for Society:

  • Brand activism can raise awareness and encourage action on important social and political issues.

  • It can inspire consumers to participate in civic engagement and advocate for change.

  • Increased collaboration between brands and activist organizations can lead to greater impact and positive social change.

Big Trend Implied:

  • The rise of purpose-driven brands: Consumers are increasingly looking for brands that stand for something beyond just profits. Brands that embrace social responsibility and activism are more likely to resonate with today's conscious consumers.

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