Ben & Jerry’s: ethical storytelling

An example of a brand that overcame an ethical dilemma in brand storytelling is Ben and Jerry's with their Justice ReMix'd Campaign. Ben and Jerry's has a long history of advocating for social justice causes often using their platform to address issues like climate change, LGBTQ rights, and racial justice. However, in 2019, they faced a significant ethical dilemma when they decided to launch the Justice ReMix'd Campaign, which focused on criminal justice reform in the United States. The ethical challenge for Ben and Jerry's was how to address a deeply polarizing issue like criminal justice reform without alienating a portion of their customer base. Criminal justice reform involves sensitive topics such as mass incarceration, systemic racism, and policing, which can be divisive. The dilemma was whether to use their brand to promote these issues, risking backlash or to avoid the topic to maintain broader customer appeal. Regarding their campaign, Ben and Jerry's launched Justice ReMix'd in partnership with the Advancement Project National Office a civil rights organization. The campaign aimed to raise awareness about systemic racism and mass incarceration in the United States. It included the release of a new ice cream flavor, Justice ReM'xed, with proceeds supporting the campaign. The storytelling centered on real-life examples of individuals affected by the criminal justice system and highlighted the need for reform.