Ben & Jerry’s and why it’s hard for activist brands to stay true to themselves after corporate buyouts
- Written by Bob Doherty, Dean and Professor of Marketing at School for Business and Society, University of York
Relations with parent company Unilever have become increasingly frosty. enchanted_fairy/ShutterstockSince its founding in 1978, Ben & Jerry’s has been known for its advocacy on a wide range of social causes, including homelessness, fair trade and GMO-free products. In 1988, it was certified as one of the world’s first...
