Taking a stand can be risky, but you can’t stay silent forever

Ben & Jerry’s made a forceful statement in response to #BlackLivesMatter protests, but organizations across industries can take a page from its playbook to foster trust and respect.

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Organizations used to stay silent in the face of political and social discord, but today’s consumers demand a different tack.

Sprout Social reported that 66% of consumers consider it important for brands to “take public stands on social and political issues,” and an Edelman Trust Barometer special report on brand trust revealed that 81% of consumers must be able to trust brands to “do what is right”—and this is a pivotal factor in purchasing decisions.

Though Ben & Jerry’s has been involved with activism efforts since its creation—even creating flavors such as “Pecan Resist” in support of organizations making a difference with race relations, women’s rights, climate change and more—it didn’t mince words with its response to the death of George Floyd and subsequent protests across the United States.

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