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Mac Mootry, Robin Jane (2020)

Ben & Jerry’s “Pecan Resist” - The Politicization of Corporate Responsibility in the United States

Master thesis | North American Studies (MA)
Why are expressions of corporate responsibility increasingly politicizing in the United States and what is Ben & Jerry’s role in this as a leading progressive brand? I examine the newly found politicized marketing strategy in the US in which political opinion is increasingly expressed and discuss whether this derives from an increasing neoliberal rationality in society, the economy, and business life rather than that it stems from true social values and activism.
corporate responsibility
ben & jerry's
neoliberalism
politicized marketing
American politics
values led business
homo economicus
Author
Mac Mootry, Robin Jane
Faculty
Faculty of Humanities
Supervisors
Polak, Sara
ECTS Credits
20
Language
en