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Climate Change

CSR Spotlight: Ben & Jerry’s + New Belgium Partner for Climate Change

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CSR Spotlight: Ben & Jerry’s + New Belgium Partner for Climate Change

by Kate Vandeveld

The end of the year can be stressful. Between the holidays, wrapping up work for the year, and making plans for the next, there’s a lot going on. So, when you have a chance to relax and indulge a bit, you should take it.

That’s why we were so excited to learn that two of our personal favorite indulgences, ice cream and beer, came together this year in collaboration for environmental impact. Ben & Jerry’s, a company that is well-known for its social and environmental impact, and New Belgium, a Colorado-based brewery, announced their partnership earlier this year.

Ben & Jerry's + New Belgium - Social Impact - WhyWhisper Collective

Both B Corporations, the companies partnered to release a new product for each brand: Salted Caramel Brown-ie Ale ice cream from Ben & Jerry’s, and Salted Caramel Brownie Brown Ale beer from New Belgium. Each are limited releases – three months only! – and are sold in select locations around the country. While both sound delicious, the unique flavor isn’t even the coolest part: A portion of the proceeds from the sales of these two products will be going to climate advocacy group, Protect Our Winters (POW).  

Started in 2007 by pro-snowboarder Jeremy Jones, POW is working to engage and mobilize the snow sports community to raise awareness of and work against climate change. POW is working to use what they call the outdoor community’s “disproportionate influence” for good, through awareness-raising events, fundraising, and advocating for policy reform around environmental issues.

The aim of this partnership in particular is to build awareness of, and inspire action around, the Clean Power Plan, an effort to cut carbon pollution from existing power plants that was passed by President Obama in August 2015. The plan allows each state’s governor to determine how they’ll reduce carbon pollution in the best way for his or her state. So, on top of sales donations, all three entities are encouraging their audiences to take action by contacting their governors to ask them to make a “speedy transition to clean renewable sources of energy that pollute less, protect the environment, create good jobs, and protect the health of all Americans.” Click through here to select your state, and POW will call you back and connect you with your governor directly. It couldn’t be simpler! If you don’t want to call, you can also email or tweet at your governor – they provide you with copy for both.

Perhaps even more important than this particular initiative in and of itself is the example that Ben & Jerry’s and New Belgium are making in integrating impact into their existing business models. This short but effective marketing campaign and corresponding non-profit partnership is allowing both companies to have a positive impact in an area they care about, without having to turn their operations upside down or greatly expand their capacity. And, while we always hope that impact projects aren’t put into place for PR purposes, it looks pretty good for both companies in that respect, too.

Do you know of a company that is running an interesting social impact campaign? Share with us! We love to learn about and share unique and effective efforts to do good. Leave a comment below, or connect on social – Facebook, Twitter, Instagram, or LinkedIn.

Also, if your company or a company you know about is interested in doing something similar, our team can help you develop an effective and strategic campaign. Get in touch!


Learn more about the collaboration between Ben & Jerry's, New Belgium, and Protect Our Winters here:

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