In today’s world, we’re seeing something more than ever: companies stepping back from their DEI efforts and public stances on social issues. It raises the question: were these initiatives ever genuine? Or were they simply designed to attract audiences and comply with external pressures?
A recent example is Cracker Barrel, which quietly removed the Pride page from its website after facing consumer backlash over its rebranding efforts. The link that once celebrated the company’s commitment to “bringing the porch to Pride” now redirects to a more neutral “Culture and Belonging” page.
Are brands truly guided by their own beliefs about right and wrong, or are they merely navigating public opinion and government demands? In a landscape like this, how can people place their trust in the brands they support?
Some companies, however, have remained steadfast in their values, regardless of trends or challenges. A powerful example is Ben & Jerry’s. Their mission goes beyond ice cream; it’s about creating real change in the world.
Here’s a glimpse of what they stand for:
“We have a progressive, nonpartisan social mission that seeks to meet human needs and eliminate injustices in our local, national, and international communities by integrating these concerns into our day-to-day business activities.”
From racial justice and LGBTQ+ rights to climate justice and economic equity, Ben & Jerry’s has woven social responsibility into every part of their business. They embrace sustainable practices, fair trade, and nonviolent advocacy, all while making a product they love.
“We love making ice cream, but using our business to make the world a better place gives our work its meaning.”
It all comes down to one principle they believe in wholeheartedly: if you care about something, you must be willing to risk it all—your reputation, your values, even your business—for the greater good.
In a world where many brands waver under pressure, Ben & Jerry’s reminds us that authenticity is not just a marketing strategy. It is a commitment.
Authenticity does not happen by accident. It is built through conscious choices, transparency, and consistency.
Here are a few key ways brands can embody it:
Live Your Values Internally First
External campaigns should reflect internal culture. If a company advocates for gender equality but pays women less, the message collapses. Genuine authenticity begins with fair practices, inclusive policies, and ethical supply chains.
Be Consistent, Even When It’s Hard
Authentic brands don’t only speak up when it’s easy or profitable. They hold firm during backlash or political pressure, proving that values are not seasonal campaigns. They are non-negotiable.
Show, Don’t Just Tell
Words mean little without action. Donating profits, changing policies, partnering with grassroots organizations, and openly reporting progress speak louder than polished social media statements.
Transparency Builds Trust
No brand is perfect, and consumers don’t expect perfection. What they want is honesty. Acknowledging shortcomings and sharing how you’re improving is one of the most powerful forms of authenticity.
Make It Part of the DNA, Not Just Marketing
Authenticity is not a campaign. It is culture. The most trusted brands weave social responsibility into product design, hiring practices, customer experiences, and leadership decisions.
At ChangeMakerco.org, we believe that in a world clouded by uncertainty and hate, standing firm in your values ensures the right audience will find you, no matter what.
We help brands move beyond performative campaigns and build trust through authentic strategy, storytelling, and action. If you’re ready to align your values with your brand and connect with the audience that truly matters, let’s make it happen together. Amplify your impact with our services now.
