Based on the provided text, here’s a breakdown of how influence is exercised, notably as practiced by Ben & Jerry’s and contrasted with standard corporate practices:
1. Direct Political Influence (Key Strategy):
* Lobbying & Campaigning: Ben & Jerry’s actively campaigns to change government policy. They see this as the most impactful way to create lasting change, going beyond superficial efforts.
* Public Voice: They leverage the brand’s platform – the power of their voice – knowing that media and politicians pay attention to what they say.
* Overt vs. Covert: The text explicitly contrasts Ben & Jerry’s overt approach to influencing policy (openly advocating for justice) with the covert lobbying and political donations common in corporate America, used to prioritize profit.
2. Influence Through Business Practices:
* Ethical Sourcing: Asking questions about how ingredients are sourced, prioritising benefiting smallholder farmers and Indigenous people over exploitation.
* Environmental and Energy Decisions: Making choices that minimize harm.
* financial Practices: Striving to reduce the gap between the wealthy and the poor.
* Brand as a Signal: Taking public stands on social and political issues (racial justice, LGBTQ equality, etc.) not for profit or fashion, but because they believe those stances are right. The text states that consumers understand and appreciate this difference.
3. Structural Influence (Protecting the Mission):
* Independent Board: Creating a legally-binding independent board with authority over the company’s social mission, brand integrity, and equity commitments. This was meant to safeguard the company’s core values.
* Fighting for Independence: The author fought intensely to preserve this structure during the sale to Unilever,and is now fighting against perceived attempts to dismantle it.
4. Influence Through Authenticity & Values:
* Staying True to Core beliefs: Ben & Jerry’s built their brand on a commitment to social justice, and this differentiated them.
* “Heart” of the Company: The author emphasizes that the company’s social mission is its “heart” and that it cannot survive without it.
In essence, the text depicts Ben & Jerry’s approach to influence as intentional, clear, and deeply rooted in a commitment to social and political change. They attempt to wield their economic power not just for profit, but as a tool to advance their values. The author critiques the typical corporate model of using influence solely to maximize profits, often through hidden means.
