As social and political issues increasingly enter the business world, organizations face pressure to decide not only whether to speak, but what their words actually mean. The cases of Ben and Jerry’s, Dick’s Sporting Goods and Disney demonstrate that corporate activism is the most credible when a company’s public position is supported by its values and actions. The larger lesson for public relations professionals is that taking a stand cannot simply be a communication tactic. If an organization wants to advocate for change, it has to be willing to prove its position through action.
From statements to substance
Ben & Jerry’s demonstrates what long-term organizational activism can look like. Its climate advocacy was not limited to messaging; the company incorporated environmental responsibility into its operations, partnerships, products, events and campaigns. Its Save Our Swirled campaign used petitions, partnerships, articles and a specifically created flavor to connect climate advocacy directly to the brand. More importantly, Ben & Jerry’s examined its own environmental impact and made operational changes intended to reduce emissions.
This reflects Overton and Eng’s argument in Proving It with Action that organizations are more likely to create meaningful change when advocacy becomes part of their organizational identity rather than a temporary response to controversy. The chapter specifically identifies Ben & Jerry’s as an example of a company with long-established commitment to social issues.
Dick’s Sporting Goods presents a similar lesson from a much more controversial environment. After entering the gun debate, the company faced boycotts and criticism but continued changing its firearm policies. The case shows that corporate activism can carry genuine reputational and financial risk, especially when stakeholders hold sharply conflicting expectations.
Consistency builds credibility
Disney’s response to Florida HB 1557 shows what can happen when organizational action appears delayed or inconsistent. Disney initailly hesitated before publicly opposing the legislation, creating tension between the company and stakeholders who expected its actions to reflect its stated commitment to inclusion. The case therefore raises an important question: Can an organization claim certain values if it hesitates to defend them when doing so becomes difficult?
That question matters for PR practitioners because authenticity is built through consistency. PRSA advises organizations to determine whether an issue genuinely aligns with their mission and values and warns that words without meaningful action can backfire. PRSA also emphasizes that behavior must validate communication when brands advocate on social issues.
when value becomes action
Ultimately, these cases show that corporate activism is not about finding the perfect statement. it is about demonstrating that an organization is prepared to live its values even when doing so creates risk. For PR professionals, credibility depends on helping organizations make communication and behavior tell the same story.
references
Satti, L. F., Huang, T., Mansour, S., Rafiq, A., & Prabhu, T. (2025, April 28). Title: Social Activism in Ben & Jerry’s Practice. Researchgate. https://www.researchgate.net/publication/392870308_Title_Social_Activism_in_Ben_Jerry
No Egg Craig. (2015, July 28). Ben & Jerry’s Save Our Swirled Campaign. YouTube. https://www.youtube.com/watch?v=t16rZxV_xt8
Overton, H., & Eng, N. (2024). Proving it with Action. Public Relations for Public Health and Social Good, 166–180. https://doi.org/10.4324/9781003327189-14
NPR Choice page. (2019). Npr.Org. https://www.npr.org/2019/02/12/691999347/soul-searching-after-parkland-dicks-ceo-embraces-tougher-stance-on-guns
Deciding When to Speak Up on Social Issues. (2024). Www. https://www.prsa.org/article/deciding-when-to-speak-up-on-social-issues
Leave a Reply