Although Ben & Jerry’s is notable for unique ice cream flavors, the multi-million dollar company is becoming known for its activism to a smaller audience online.
In 1978, childhood friends Ben Cohen and Jerry Greenfield founded Ben & Jerry’s in Burlington, Vermont. Today, the company produces nearly 1 million pints of ice cream a day.
The ice cream company’s landing page has a prominent tab titled “Activism,” which directs users to a list of the company's values and missions. These values include human rights and dignity, social and economic justice and environmental protection, restoration and regeneration.
The Ben & Jerry’s Foundation, the company’s social justice organization and philanthropy founded in 1985, is directed by committees of its employees. These committees make funding decisions with an intent to better the lives of those impacted by injustice.
The company has always been politically active, despite never publicly supporting individual candidates or making financial contributions to political parties. Despite this, its non-partisan position does not dissuade the company from advocating for progressive social change.
In 2021, the company ceased sales in occupied Palestinian territories.
“We believe it is inconsistent with our values for our product to be present within an internationally recognised illegal occupation,” the company wrote on its website.
In November 2024, the Vermont-based company filed a lawsuit against its parent company, Unilever, claiming it had suppressed the company’s attempts to advocate for a ceasefire in Gaza.
Most recently, the company directly addressed President Donald Trump in a letter released after Inauguration Day.
“We stand with women, people of color, Muslims, migrants, refugees, the LGBTQ community, the poor, and others whose lives may be further compromised by the policies and rhetoric you espoused during your campaign,” the company wrote. “And we commit to stand with you if your work is toward building a more just, equitable, and sustainable world.”
Ben & Jerry’s is not the only company that has taken a political stance. Patagonia, a clothing company founded in 1973, has donated over $140 million to grassroots environmental groups through the company’s “1% for the Planet” campaign.
According to Patagonia’s website, the campaign “has pledged 1% of sales to the preservation and restoration of the natural environment” since 1985. Other businesses can become a member of the campaign and contribute 1% to making environmental change.
Hobby Lobby is a family owned, arts-and-craft supply store founded in 1972 by David and Barbara Green. In 2014, the Greens won a Supreme Court Case ruling that employee’s health insurance would not have to cover four contraceptives under the Affordable Care Act, including Plan B.
The company, well known for its evangelical Christian roots, donates millions to conservative causes, right-wing politicians and religious groups.
Overall, companies that choose to publicly present political leanings are taking a risk. A 2018 study found that around 64% of consumers are heavily influenced by brand values and will buy based on a belief system. Whether this means buying more or boycotting a brand completely depends on the customers values.
In an increasingly politically polarized state, it is likely that this percentage has increased. The exponential rise of social media usage allows brands to spread messages faster and further.
No matter consumers' opinions, it’s clear brand values are shaping their behaviors more than ever before.
