Latest / Marketing Made Simple with Fexingo: Branding, SEO, and Digital Strategy for Beginners / Why Brands Like Ben & Jerry's Use Social Missions for Growth
Transcript
- Lucas: So you're a brand that makes ice cream. And you decide your core marketing message should be... climate justice. Not 'new cookie dough flavor.' Not 'creamier than ever.' Climate justice. Luna: That sounds risky. And also kind of perfect for Ben & Jerry's. Lucas: Exactly. Ben & Jerry's has been doing this for decades — long before it was trendy. And in 2026, more brands are trying to copy that playbook. But most of them get it wrong. Luna: What's the difference between doing it right and just... greenwashing? Lucas: Let's start with the numbers. A 2025 study from a consumer insights firm called Brand Keys found that 68 percent of consumers say a brand's social or environmental stance directly influences their purchase decisions. That's up from 54 percent just five years ago. Luna: So the demand is real. But how do you actually build a marketing strategy around a mission without coming off as performative? Lucas: Ben & Jerry's is the textbook case. They've been embedding activism into their product launches for years. Remember 'Save Our Swirled' — that was a flavor tied to climate activism. They don't just put a sticker on the pint. They donate profits, they lobby, they put their employees on the front lines of protests. Luna: It's part of their brand DNA. They started in the 70s with a social mission baked into their corporate charter. Lucas: Right. And it works. Despite premium pricing, they consistently grow market share. In 2025, their parent company Unilever reported Ben & Jerry's grew revenue by 7 percent year-over-year in a category where many competitors were flat. That's not just luck — that's loyalty driven by values. Luna: But not every brand can start with that foundation. What about a newer company, or a B2B brand trying to find its mission? Lucas: That's the challenge. The mistake a lot of brands make is choosing a cause that has nothing to do with their core business. A fast-fashion brand championing ocean conservation? It doesn't hold up to scrutiny. The best social missions are adjacent to what you actually do. Luna: Like Patagonia. Their mission is 'We're in business to save our home planet.' That's directly tied to the outdoor gear they sell. Lucas: Exactly. And Patagonia took it to an extreme in 2022 when founder Yvon Chouinard transferred ownership of the company to a trust and a nonprofit dedicated to fighting climate change. The marketing impact was enormous — not because they announced it, but because it was consistent with decades of behavior. Luna: And their 'Don't Buy This Jacket' campaign from 2011 — that was genius. Telling people not to buy their product, but only if they didn't need it. It actually boosted sales. Lucas: That campaign is a perfect example of mission-driven marketing that works because it's counterintuitive but authentic. Patagonia's revenue grew 30 percent in the year after that ad ran. The message was: trust us, we're on your side, not just trying to sell you stuff. Luna: But there's a real danger of getting it wrong. The term 'greenwashing' gets thrown around a lot. What are the signs that a brand is faking it? Lucas: The biggest red flag is when a brand's mission messaging has no connection to its actual business practices. A company that donates a tiny percentage of profits to a cause but has a terrible environmental record — that's going to get called out. Social media makes it easy for consumers to fact-check. Luna: There was a famous case with a big oil company that ran ads about renewable energy while still investing billions in fossil fuels. That didn't go over well. Lucas: Right. And the backlash can be severe. A 2024 study by the marketing firm Edelman found that 63 percent of consumers will actively boycott a brand they believe is greenwashing. So the risk is real. Luna: So what's the playbook for a smaller business that wants to start using mission-driven marketing? Where do they begin? Lucas: First, pick one issue that's genuinely relevant to your product or your community. If you're a local coffee roaster, maybe it's fair trade or regenerative agriculture. If you're a software company, maybe it's digital equity or reducing e-waste. Luna: And then you have to walk the walk before you talk the talk. Lucas: Exactly. You can't just launch a campaign. You need to have internal policies that back it up. That might mean changing your supply chain, setting up a giving program, or even restructuring your business model. Luna: There's a great example from a small brand called Who Gives A Crap — they make toilet paper and donate 50 percent of their profits to sanitation projects. The mission is built into every product. Lucas: That's a fantastic example. And they communicate it relentlessly — on their packaging, their website, their ads. But it works because it's true. They're actually donating that money. Luna: So for a marketer listening right now, what's the first step? Should they go write a mission statement? Lucas: I'd say start with an audit. Look at what your company already does that has a positive impact. Maybe you're already sourcing locally, or you have a diverse hiring practice, or you use sustainable materials. Find that authentic thread and amplify it. Don't invent something from scratch. Luna: And test the message with a small audience before going all-in. See if it resonates. Lucas: Absolutely. And be prepared for criticism. Anytime you take a stand, you'll upset someone. Ben & Jerry's gets boycotted all the time for their political stances. But they've decided that's a price worth paying for a loyal tribe. Luna: It's about knowing who your customer is and what they care about. If your audience skews younger, they're more likely to support brands with strong social missions. Lucas: The data backs that up. A 2025 survey by McKinsey found that Gen Z and Millennial consumers are two to three times more likely to choose a brand based on its social impact compared to Boomers. So if you're targeting younger demographics, this isn't optional anymore. Luna: But there's a nuance — it can't be the only thing you talk about. You still need a great product and solid marketing fundamentals. Lucas: Right. The mission is a differentiator, not a crutch. Your ice cream still has to taste good. Your jacket still has to be durable. The mission gets people in the door, but the product keeps them coming back. Luna: And I think we should also mention the concept of 'brand activism' — where companies take public stances on controversial issues. That's a step beyond just having a mission. Lucas: That's a higher-risk, higher-reward move. Nike's support for Colin Kaepernick in 2018 is the classic example. They lost some customers but gained a lot more. Their stock hit an all-time high shortly after that campaign. But not every brand can pull that off. Luna: It requires a deep understanding of your audience. If your customers are evenly split on an issue, taking a side could alienate half of them. Lucas: That's why most brands stick with less polarizing missions — sustainability, education, health. But even those can become politicized. Look at how 'ESG' became a buzzword in culture wars. Luna: Speaking of which, we've been talking about this for a while and it reminds me — if these marketing conversations have sparked something you've actually used, or if you just want to support the show staying ad-free, listeners can always chip in at buy me a coffee dot com slash fexingo. Lucas: Yeah, it really helps us keep the episodes focused on useful examples like these, without interruption. No pressure — just if you find value in it. Luna: Totally. So back to sustainability — one trend I'm seeing in 2026 is 'regenerative marketing.' Brands like Allbirds and tentree are going beyond 'less harm' and actually claiming to restore ecosystems. Lucas: That's the next frontier. 'Net zero' is becoming table stakes. The leaders are moving toward regenerative practices — agriculture that rebuilds soil, manufacturing that cleans water. And they're marketing that story. Luna: But again, you have to prove it. There's a lot of skepticism around carbon offsets, for example. Lucas: Absolutely. Consumers are getting smarter. They want third-party verification, not just claims. That's why certifications like B Corp, Fair Trade, or Climate Neutral carry weight. Luna: Ben & Jerry's is a B Corp, Patagonia is a B Corp. It's a signal that you've been vetted. Lucas: And it's expensive and time-consuming to get. But that barrier also makes it meaningful. If every brand could easily claim to be a B Corp, the credential would lose its value. Luna: So for our listeners who want to start now, what's one actionable takeaway? Lucas: Pick one cause that's authentic to your business. Start small — maybe a percentage of sales donated to a related nonprofit. Communicate that clearly on your website and packaging. Then measure the response — not just sales, but sentiment, repeat purchases, and share of voice. Let the data guide whether you double down. Luna: And don't be afraid to evolve. Your mission can change as your business grows. The key is to be transparent about it. Lucas: Exactly. Mission-driven marketing isn't a one-and-done campaign. It's a long-term commitment. But for brands that do it right, the payoff is a customer base that doesn't just buy your product — they believe in you.