Ben & Jerry’s: Why standing for a cause can build stronger customer bonds

Ben & Jerry’s has highlighted climate change and marriage equality, among other social issuesThe ice cream brand breaks its social message down into ethical product sourcing and responsible manufacturing, alongside advocacy work on issues such as marriage equality and climate change.
Ben & Jerry’s picks an issue then finds a local story, such as teaming up with civil rights campaign group Hope Not Hate to encourage Londoners to vote in the recent mayoral election on 5 Ma