From Ice Cream to Activism: Marketing with Purpose with Ben & Jerry's

Marketing in the Madness

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Harnessing the power of activism within your brand is a game-changer in today's socially conscious marketplace. Yet, many businesses struggle to integrate purpose-driven initiatives seamlessly into their marketing strategies… This week's episode is your guide to ensuring you're not among them.

We're diving deep into the unique blend of activism marketing with Kerry Thorpe, Head of Integrated Communications for Europe and ANZ at Ben & Jerry's. As a visionary leader in a brand known for its bold social stances and innovative marketing, Kerry shares how Ben & Jerry's has become a beacon of activism and fun. 🍦✊

By infusing activism into their core, Ben & Jerry's has created a brand that not only delights customers' tastebuds but also drives meaningful social change…

In this week’s episode of our podcast, Kerry joins us to uncover the essential principles of integrating activism with business success: From fostering a culture that encourages creativity and social responsibility to leverage brand influence for social justice—it's a treasure trove of inspiration and actionable advice on activism marketing.

In this episode, you’ll discover:

🚀 How Ben & Jerry's seamlessly blends activism marketing with their brand to create a brand that stands for more than just ice cream.

👥 Strategies for building a diverse and inclusive workplace, that empowers women and champions social justice.

🖌 Techniques for communicating your brand's values effectively without alienating your audience.

🔗 The importance of having activists within the company to drive systemic change and maintain integrity in social initiatives.

💡 Leadership insights from Kerry on creating a fun and innovative culture that supports bold ideas and social activism.

So, if you’re ready to elevate your brand and make a difference while delighting your customers, tune into this inspiring episode now to unlock the strategies you need to succeed. Believe us, it's not to be missed.

Connect with Katie Street:
https://www.linkedin.com/in/katiestreet/
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Capitoli

1. Marketing in the MADfest (00:00:00)

2. Kerry Thorpe: Head of Communications, Europe (00:02:15)

3. Ben & Jerry's founding story (00:03:25)

4. Championing equality and campaigning (00:04:00)

5. Fun in the workplace, creativity and inclusivity (00:05:41)

6. Ben & Jerry's Flavour Graveyard (00:06:00)

7. Unique board structure (00:08:01)

8. Humanising brands, enacting on our values (00:10:28)