In a recent development, Ben & Jerry’s, known for its progressive stances, has urged for a “permanent and immediate ceasefire” in Gaza. Anuradha Mittal, the chair of the company’s board, emphasized the silence of the corporate world on the conflict during an interview with the Financial Times. This statement is in line with the company’s historical values, as Mittal, who also heads the Oakland Institute, pointed out. Ben & Jerry’s stance marks a notable instance of a major brand advocating for an end to Israel’s military activities in Gaza, a move not commonly seen among large corporations.
The company’s activism has been a defining trait since its early days in Vermont, but it has occasionally led to disagreements with its parent company, Unilever, which acquired it in 2000. A notable clash arose in 2022 when Ben & Jerry’s sued Unilever over the sale of its business in Israel and the West Bank, citing it contradicted Unilever’s 2021 pledge to halt sales in the region in support of the Palestinian cause. This dispute escalated to Unilever freezing the salaries of Ben & Jerry’s board members, as reported by Reuters. Unilever has not yet responded to these developments.
So…:
In which situations do you as a brand use your voice to take a stand?
Source:
cbsnews.com
Picture:
benjerry.com