When Corporations Turn Political : A Case study of Ben & Jerry's in the Black Lives Matter Movement

Shpresmir Memisi

Student thesis: Master thesis


This research article describes the results of consumer behaviour and perception towards corporations which take public political stances regarding matters which may be viewed as controversial by society. Furthermore, it describes the potential of segmentation on political beliefs, as well as the consumers attitude towards knowing them. The research was conducted on the basis of the Black Lives Matter movement in the U.S. which is seen as a controversial topic of discussion. It furthermore bases the results on the company of Ben & Jerry’s as it is used as a case study for this audit, due to their controversial statement which addresses themes such as white supremacy and racism in the U.S. In accordance to this, the audit examines the U.S. market and makes therefore only use of respondents from the U.S. The respondents have been grouped into two segments of republicans and democrats, where the use of qualitative and quantitative methodology conclude a positive increase in consumer perception from the democratic respondents, as well as a general tendency to support brands which beliefs align with the individual, from the majority of respondents. The case study further discusses the possibilities of politics as a key tool of marketing and segmentation.

EducationsMA in International Business Communication (Intercultural Marketing), (Graduate Programme) Final Thesis
Publication date2020
Number of pages147