A massive move in brand values

This week at Ben & Jerry’s

Values aren’t just something you throw up on your website. They’re not taglines or nice-to-haves.

How much are you willing to stand up for your brand values?

I bet not as much as Ben…

This week Ben & Jerry's co-founders published an open letter asking that the ice cream brand be spun off from parent company Unilever because their voices have been silenced when speaking out on issues like war, climate, and healthcare.

Back when they sold the company back in 2000, they negotiated the freedom to pursue a social mission. But over time, that freedom has eroded.

The founders are asking for Ben & Jerry’s to once again operate independently, true to the progressive values it was built on.

Given my focus on social impact and branding, I couldn’t help but dive-in to research and reflect on this situation.

There’s a lot we can learn from this as leaders, owners and marketers. Here’s 3 things I’d like to highlight:

1. Values are not optional. They’re the core of what makes a brand trusted.

2. Taking a stand isn’t easy. It often creates conflict, but it’s what makes the message authentic.

3. Brands are voices. When silenced, they risk losing the very people who love them.

Living your values isn’t easy in business — especially when profits, politics, and public opinion collide. (And when it all happens in public like this).

But for brands that commit to social missions, those values are the business model. They drive customer loyalty, build trust, and differentiate in crowded markets.

At the intersection of branding and social good, this is what matters most: protecting the integrity of a mission, even when the business pressures push back.

I don’t think enough brands are brave enough to do this today.
If there are other examples you’ve seen, let me know.

Packed with impact

Bringing epic resources together for social good

Working with nonprofits for years, I’ve seen the gaps. It’s a lot to juggle fundraising, strategy, planning, and team management all at once, especially if you’re leading an organization through change (and there’s a lot of change right now).

I can’t personally help in every area — that’s why I built The Good Growth Company. There’s strength in numbers, which includes bringing together multiple experts with different backgrounds. I’ve always favoured a collaborative approach.

That’s why I’ve partnered with 20 other founders to contribute resources to the Packed with Impact bundle for a second time. If you’re looking to build your toolbox, and want to make your organization more resilient to changes and ready to tackle anything, this is the resource for you.

Now is the time to get on the list for early-bird pricing, to save on Monday (September 15). Then on September 16, it’s available to everyone. You can save with early bird pricing by joining the list now so you’re the first to get notified when this bundle of 20+ fresh nonprofit resources is ready for purchase on Monday.

You may have seen that OpenAI posted a Content Strategist role for the ChatGPT brand, paying hundreds of thousands of dollars. I made a video about why and what I think that tells us.

What’s coming up

I’m looking forward to being part of these events in the Toronto area.
If you’re interested and available, I’d love to see you there, too!