Vox reports that Unilever-owned Ben & Jerry’s - which describes itself as an “aspiring social justice company” - has “launched a new ice cream flavor to support progressive politics.”
Called “Pecan Resist,” the flavor, according to the company, is designed to support “a movement to lick injustice and champion those fighting to create a more just and equitable nation for us all.” The ice cream itself is “chocolate ice cream with white & dark fudge chunks, pecans, walnuts & fudge-covered almonds,” and here’s how Ben & Jerry’s is positioning it: “Alongside all those nutty chunks, this pint packs a powerful message under its lid: together, we can build a more just and equitable tomorrow. We can peacefully resist the Trump administration’s regressive and discriminatory policies and build a future that values inclusivity, equality, and justice for people of color, women, the LGBTQ community, refugees, and immigrants.”
The story notes that the company is “supporting four different organizations that Ben & Jerry’s identifies as ‘working on the front lines of the peaceful resistance.’ Color of Change focuses on racial justice; Honor the Earth works to raise ‘awareness and support for Native environmental issues’; Women’s March aims to ‘harness the power of diverse women’ to affect social change; and Neta is a media platform amplifying the voices of people of color living along Texas-Mexico border. Ben & Jerry’s will be donating $25,000 to each organization. The company is also urging fans to ‘speak out’ against the Trump administration’s socially regressive policies, and presents the option to ‘take action now’ by signing up for emails from the partner organizations.”
Called “Pecan Resist,” the flavor, according to the company, is designed to support “a movement to lick injustice and champion those fighting to create a more just and equitable nation for us all.” The ice cream itself is “chocolate ice cream with white & dark fudge chunks, pecans, walnuts & fudge-covered almonds,” and here’s how Ben & Jerry’s is positioning it: “Alongside all those nutty chunks, this pint packs a powerful message under its lid: together, we can build a more just and equitable tomorrow. We can peacefully resist the Trump administration’s regressive and discriminatory policies and build a future that values inclusivity, equality, and justice for people of color, women, the LGBTQ community, refugees, and immigrants.”
The story notes that the company is “supporting four different organizations that Ben & Jerry’s identifies as ‘working on the front lines of the peaceful resistance.’ Color of Change focuses on racial justice; Honor the Earth works to raise ‘awareness and support for Native environmental issues’; Women’s March aims to ‘harness the power of diverse women’ to affect social change; and Neta is a media platform amplifying the voices of people of color living along Texas-Mexico border. Ben & Jerry’s will be donating $25,000 to each organization. The company is also urging fans to ‘speak out’ against the Trump administration’s socially regressive policies, and presents the option to ‘take action now’ by signing up for emails from the partner organizations.”
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The Vox analysis suggests that it is “hard to know exactly how much is effective action, how much is savvy marketing, and how much the difference matters. The risk is this: When brands try to draw attention to a cause, they often wind up diverting attention to themselves.”
