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Question 1: How much do you consider a company’s reputation when making product
decisions? If you were in the freezer aisle of your local grocery store, would those issues
enter your mind when making a purchase?
I would say that a company’s reputation tends to be a significant factor for many
consumers when making their purchasing decisions; according to Colquitt, LePine, and Wesson
(2021), trust is grounded in a combination of ability, benevolence, and integrity (p. 198). These
are all elements consumers weigh when considering a brand's reputation. An added layer to
consider is how social media and the advent of “cancel culture” have affected today’s socially
conscious market. Making the customer fear being held accountable for “supporting” a product
or brand that does not align with a particular trending viewpoint, just as much as they might
genuinely not want to support unethical practices.
When I am shopping, the ethical stance of a company like Ben & Jerry’s would probably
not cross my mind. As much as I believe that a company’s good and bad actions contribute to an
overall sense of trust, there is an inevitability that we should consider. For example, knowing that
Ben & Jerry’s consistently supports issues that people care about, like sustainability and equality,
might prompt me to choose their products over another brand. That being said, many companies
can feign support for whatever issue is popular at the time. The association between a company’s
reputation and my purchasing behavior is relatively low for me personally because I tend to
believe that most social justice initiatives done by companies are performative and meant to
influence me in some way. An example of this is Pride-related merchandise during the month of
June. Putting a rainbow on something does not mean it supports issues related to queer people;
instead, it is just another way for corporations to make more money.
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Question 2: How vocal should companies be about current events and political issues, in
general? Moreover, what is the anatomy of an event that is more vital to take a stance on?
Companies, especially those with solid public identities, should consider taking a stance
on current events when they align with their core values but refrain when they cannot implement
lasting improvements to their practices. Being vocal about social and political issues can help
build trust among customers who share those values. According to Colquitt et al. (2021), trust is
strengthened when a company demonstrates integrity and fairness (p. 201), and speaking out on
important issues can reinforce that trust. However, even without making substantial or long-term
changes to their operations, a company’s public support for popular social justice initiatives can
still influence public opinion. Ben & Jerry’s, for instance, has consistently maintained its stance
on racial justice, and whether this commitment is performative is up to debate (p. 216).
Furthermore, not all current events warrant corporate commentary, and businesses must
strategically engage with political matters. Taking a stance is more appropriate if an issue
directly aligns with the company’s mission. For example, for a company like Ben & Jerry’s,
environmental sustainability is the core of its identity, so it makes sense for the company to
support climate action publicly. However, if they began weighing in on an unrelated issue, it
could backfire and potentially alienate customers who view this kind of initiative as
performative, especially if it is highly “trending” at the time (Colquitt et al., 2021).
Authentic commitments rather than superficial gestures are the most important. Ben &
Jerry’s has successfully navigated political stances because its actions are consistently tied to its
broader social justice mission. Customers are more likely to perceive a company’s engagement
with current events as credible when it reflects a genuine, ongoing commitment rather than a
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one-off statement or publicity stunt (Colquitt et al., 2021). This way, companies like Ben &
Jerry’s can build trust while navigating political landscapes with little to no controversy.
Question 3: Should Ben & Jerry’s be worried about offending customers or employees who
feel differently about relevant issues of the day? Why or why not?
Ben & Jerry’s should only be worried about offending customers and employees who feel
differently about relevant issues of the day if they make up a considerable part of the market. Not
all customers or employees will agree with every stance a company takes, but if it does not
negatively affect their profitability, then it is not relevant to them. Ben & Jerry’s, like all
companies of that size, will only do what benefits them. Offending a few customers is a risk they
are willing to take to remain true to their values…
Colquitt et al. (2021) point out that trust is built on consistency and integrity (pp.
198–199), and Ben & Jerry’s has demonstrated these qualities by standing on certain issues
consistently. While it is essential for companies to be mindful of their customers' diverse
perspectives, Ben & Jerry’s has chosen a clear identity that aligns with a particular set of ethical
principles. Through procedural justice and transparent communication, Ben & Jerry’s has likely
cultivated an environment where employees feel respected, even if they do not agree with every
corporate stance.
Ultimately, Ben & Jerry’s has to pick a side in most issues since, nowadays, people
anticipate a public statement from every company on just about any trending talking point.
Typically, a company as large as Ben & Jerry’s would side with whatever maintains their
customer base or with whatever would create the least amount of controversy online.
Maintaining an image that attracts a like-minded majority of customers who value their activism
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will mean losing some, which is inconsequential. However, this is my personal opinion and is
based on my own observations. As Colquitt et al. (2021) explain, a company’s ethical integrity
and commitment to fairness are more likely to result in long-term trust and loyalty than trying to
appease everyone. Ben & Jerry’s has embraced this approach with success.
References:
Colquitt, J. A., LePine, J. A., & Wesson, M. J. (2021). Organizational behavior: Improving
performance and commitment in the workplace (7th ed.). McGraw Hill.