Can a Brand Like Ben & Jerry’s Maintain Its Progressive Mission After Selling Out?
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Ice cream brand Ben & Jerry’s has always had a strong progressive streak running through its identity, and they’re a textbook example of a CPG brand that’s made social causes a large part of its identity.
When the brand sold its ice cream business to mega-corporation Unilever in 2000, the company sought to maintain its prominent social mission after the acquisition. The arrangement was supposed to allow Ben & Jerry’s independent board to continue championing liberal causes like LGBTQ rights, climate change, and campaign finance reform; Unilever would have the final word on the business’ finances and operations.
A lawsuit recently filed by Ben & Jerry’s board alleges that Unilever has failed to adhere to that agreement by threatening to dismantle the independent board, intimidating and suing board members, and censoring the company from expressing support for peace and refugee rights.
1 response to “Can a Brand Like Ben & Jerry’s Maintain Its Progressive Mission After Selling Out?”
Thank you for sharing this story! A lot of brands try to align themselves with good causes as a selling point but I appreciate how Ben & Jerry’s has continuously fought for and acted on their values. I think this particular issue shows a very deep disconnect between what consumers care about and the interests of the people with extreme wealth/power right now.