When your purpose leads you to court...

Ben & Jerry's

is recognized around the world for its

#socialresponsibility

initiatives.

In 2000, the founders of Ben & Jerry's agreed to sell the company to

Unilever

, subject to an uncommon arrangement: the agreement to establish a single

#governance

structure, under which Ben & Jerry's would retain a

#boardofdirectors

#independent

of Unilever, responsible for protecting the Ben & Jerry's

#brand

and pursuing its

#socialresponsibilityobjectives

, in support of the company's

#corevalues

​​.

This had been working well until about a year ago, when Ben & Jerry's

#Board

decided to discontinue the sale of its products in the

#WestBank

(the

#Palestinian

territory in conflict, occupied by

#Israel

), considering that selling them was contrary and inconsistent with its

#socialvalues

.

This situation generated

#political

and

#economic

problems for

#Unilever

, as well as friction with its own

#shareholders

, which is why it made the decision to sell the Ben & Jerry's subsidiary in Israel to a

#thirdparty

, as a

#strategic

maneuver, in order to continue selling Ben & Jerry's products in Israel.

Ben & Jerry's was not pleased with this action and decided to sue Unilever for violating the referred arrangement. This legal process is still ongoing.

Why is it interesting to keep track of this dispute? For at least two reasons:

🆓 If you represent a

#parentcompany

, because it tests the extent to which it is prudent to give freedom to your

#purposedriven

#brands

to have their own

#identity

and

#values

.

❤️ If you work at a

#purposeled

company, because it can reduce your willingness to be acquired by a

#conglomerate

, if that means losing your identity and purpose.

Thank you for reading us!

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