Ice Cream With a Bigger Mission
When Ben Cohen and Jerry Greenfield opened their first ice cream shop in a renovated gas station in Burlington, Vermont in 1978, they weren’t thinking about global expansion. They just wanted to make great ice cream and run a fun, small business. But as their brand grew, so did their vision. They didn’t want to become just another company. They wanted to build something different—a business that stood for fairness, justice, and community impact.
Making Values Part of the Business Plan
Very early on, Ben & Jerry’s made the bold decision to build a company around a “double bottom line”: financial profits and social purpose. They committed to fair wages, community involvement, and environmental care—not as side projects, but as central parts of the business. They believed companies should serve the people, not just the shareholders. Their mission was clear: use business as a force for good.
Creating Impact Through Every Scoop
The brand didn’t just talk about values—it infused them into every pint. They sourced ingredients like Fairtrade-certified vanilla, cage-free eggs, and non-GMO products long before it became trendy. They worked with local farms and supported suppliers who shared their ethics. Even their flavors told stories—whether it was “Justice ReMix’d” promoting criminal justice reform, or “Pecan Resist” celebrating activism. Ice cream became a vehicle for activism, awareness, and change.
Paying Fairly and Giving Back
Ben & Jerry’s pioneered one of the first in-house livable wage programs in corporate America. They also capped executive pay so the highest-paid employee could only earn a fixed multiple of the lowest-paid worker. On top of that, they created a corporate foundation that gave away 7.5% of annual profits to support social causes, from racial justice to climate action. These weren’t donations for PR—they were part of the company’s DNA.
Speaking Up on Social Issues
While many brands stay quiet on controversial topics, Ben & Jerry’s took the opposite path. They’ve been vocal about racial equity, LGBTQ+ rights, climate justice, and corporate accountability. Their statements don’t feel like marketing—they come from a history of taking action. Whether it’s supporting grassroots movements or challenging government policy, Ben & Jerry’s has consistently used its brand power to push for a more just world.
Staying True After a Major Acquisition
In 2000, Ben & Jerry’s was acquired by Unilever—a move that raised eyebrows. People worried the company would lose its soul. But the founders negotiated a rare agreement: a legally protected independent board that would oversee social mission decisions, even under corporate ownership. It was a groundbreaking model, proving that even inside a giant corporation, values can be protected when they’re written into the structure.
A Blueprint for Purpose-Driven Companies
Ben & Jerry’s story proves that purpose and profits aren’t opposites—they can fuel each other. By staying honest, consistent, and rooted in community values, they built a global brand that people trust. Their model shows that long-term business success doesn’t have to come from cutting corners or chasing trends—it can come from doing the right thing, day after day, scoop after scoop.
