The ice cream maker’s actions weren’t restricted to a tweet although. It was a mirrored image of a long commitment to social and racial justice. One which’s solely continued after its daring public assertion. Since then, the corporate has launched a restricted taste known as Justice Remix’d, to boost consciousness and funds for felony justice reform, and used advertising content material to unfold that message. Justice Remix’d is additionally the banner underneath which Ben & Jerry’s works with activists to create change. Final July, the corporate succeeded with its accomplice Shut the Workhouse Coalition to shutter a dilapidated jail in St. Louis, Missouri, that had been used to deal with individuals who couldn’t afford bail.
In September, the corporate launched the Who We Are podcast with Vox to debate the authorized discrimination, segregation, and violence that Black individuals have confronted in America. Ben & Jerry’s additionally launched a brand new everlasting taste to its lineup in December—Colin Kaepernick’s Change the Whirled—which is able to profit the previous NFL quarterback and activist’s Know Your Rights Camp.
Ben & Jerry’s head of international activism technique Chris Miller says that the corporate’s mannequin of company activism is continually evolving, and this previous 12 months supplied key classes on the place it’s headed.
“We’ve come to know that we are able to and should do greater than work on one problem,” says Miller, noting how the problems of voting rights and racism are immediately associated. “We should search for the factors of intersectionality, and we should commit ourselves to an ongoing physique of work targeted on deconstructing the programs and buildings that perpetuate racism in America. Our work is evolving away from single-issue campaigns to a broader physique of work.”
In February 2021, Ben & Jerry’s CEO Matthew McCarthy wrote in Fast Firm that company America ought to be supporting H.R. 40 and beginning the method of reparations for Black People.
“Sadly, during the last 5 – 6 years, mainstream institution voices have been unwilling to face up within the face of those that have sought to undermine our democracy, use race and racism to divide our individuals, disparage science, and undermine public well being,” says Miller. “We really feel compelled to make use of the privilege and energy that we now have as an ice cream firm to assist the allies and co-conspirators who’re main the combat for justice.”