Corporate Social Responsibility (CSR) helps brands connect with consumers on shared values—whether it’s through environmental, social, or community-driven efforts. While some companies make bold statements, others stay subtle. For a deeper dive into CSR’s impact, check out my post on Patagonia’s CSR efforts and see CSR in action.
Ice Cream with a Mission?
When we think of ice cream, we don’t necessarily think of social advocacy. But even popular ice cream brands like Ben & Jerry’s and Häagen-Dazs have dipped into CSR—some boldly, others subtly. As two leading ice cream brands in the U.S., each has taken its own approach to addressing societal issues. While Ben & Jerry’s proudly uses its platform for activism, Häagen-Dazs takes a more subdued route.
Ben & Jerry’s: Activism on Ice Cream Cones
With 1.5 million Instagram followers, Ben & Jerry’s is no stranger to taking a stand. Their brand isn’t just about ice cream—it’s about using their platform to promote values they believe in. Whether it’s advocating for LGBTQ+ rights, fighting climate change, or speaking out against racial injustice, Ben & Jerry’s is at the forefront of political CSR. As this election draws closer, this year’s efforts are no exception. They’ve released a flavor, “Churn Out the Vote,” and posted multiple messages supporting specific measures and causes. Ben & Jerry’s embodies the idea that ice cream can be more than just a treat—it can be a call to action.
Haagen-Dazs: Sweet with Subtlety
On the other hand, Häagen-Dazs has a more reserved approach. With 169 thousand followers, their Instagram highlights some CSR efforts but without the same level of boldness. For example, on October 10, they recognized Mental Health Day, and they have a highlight called “Our Purpose,” where they share their origin story of two immigrants from the Bronx starting the brand 60 years ago. Beyond Instagram, Häagen-Dazs has a project called “Thät’s Dazs,” which supports diverse creators and social causes through community-focused projects. However, their last post on this was 45 weeks ago. Their content tends to lean toward general trends, like their “hot girl tote bag” post, which promotes lifestyle trends rather than social causes.
Boldness vs. Subtlety: Why Ben & Jerry’s Wins
Ben & Jerry’s doesn’t just sell ice cream—they sell a message. In every post and campaign, they weave their values into their brand identity. Häagen-Dazs, while socially conscious, does not have the same brand focus on activism. For them, ice cream remains the center of their messaging, with CSR as a quiet addition. Ben & Jerry’s approach, however, brings more attention and resonance, demonstrating that in today’s world, taking a bold stance on values can drive both connection and sales. Häagen-Dazs may “do good,” but it’s not what they’re known for. In the end, bold CSR is an integral ingredient for Ben & Jerry’s.
Let’s keep this conversation going! Connect with me on LinkedIn to share your thoughts—do you think brands should take a stand on political issues, or does it risk alienating their audience? Does bold CSR help or hinder a company’s success? I’d love to hear what you think.
*Co-created with AI
Chloe Jurva 
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