How Ben & Jerry’s Activism Helps Scoop Up Customers | WSJ The Economics Of

Ben & Jerry’s hasn’t shied away from taking a stand on social causes.
WSJ’s Annie Gasparro explains how that’s helped the brand remain a leader in the U.S. ice cream market, despite some backlash against its political stances.
Illustration: Adele Morgan
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[@jetfire245]

While I appreciate some advocacy from Ben and Jerry's. As a frequent consumer of their products. I've never bought based off of political views or something they said. It's very simple: Ben and Jerry's has amazing flavors and combinations. That's what makes me like them. The fact they do some good things in the community is a side benefit of liking them in my opinion. No offense but what good is a company that makes terrible ice cream but is really politically active? That won't last long.

[@ropro9817]

I couldn't agree more. If a company wants to go out of their way to support causes, that's fine, but that doesn't even remotely factor into my purchasing decisions. Make a good quality product at a fair price and I'll buy it. End of story.

[@GQ2593]

Poltical activism is a cheap instrument for retaining brand recognition. I don't think there is much else to it. It's just another marketing ploy.

[@_kryptobobby370]

I agree, its just good fkn icecream

[@KAIOabstrct]

Thats imo the wrong mentality. If people had any conscious on buying their products, we wouldn't see h&m child labour sweatshops for example. Same goes for Russian gas (on a governmental level) or Slave labour in Qatar etc. As long as the demand is up for 10 dollar jeans, companies will look for the cheapest way to keep up and manufacture. It starts with not consuming their products in the first place.

[@anthonyenriles8573]

@@KAIOabstrct I agree. The world we are living in needs more political and social justice!

[@jaquillseabrooks4676]

So when corporations are expressing their political views publicly, it's considered a problem. At least you know where they stand. Then corporations express their view behind closed doors as they do now with their lobbying.

[@ingislakur]

Its not their views. Its how they think they can make the most money.

[@user-rb8nc7gb9u]

Ben and Jerry are lobbyists to

[@GQ2593]

Corporations don't have political views. They have shareholders and an overpaid marketing department. 😂

[@paulvoit5610]

Now we truly know where they stand since The New York Times has exposed them for using migrant child labor!

[@sarcasmo57]

I have never eaten Ben and Jerry's but perhaps I will give it a try.

[@willw3736]

B&Js are a far Left Woke antiWhite company. I have been boycotting them for decades now

[@daveotuwa5596]

My brother loves Ben & Jerry's. It's America's favourite ice cream brand whose headquarters is based in New England.

[@willw3736]

they are a woke mess of a company. WAKE UP

[@KarlDahlquist]

I stopped eating Ben and Jerry's because the pints I had purchased over the past few years had warmed up, then been refrozen somewhere along the supply chain. This leads to an unpleasant eating experience.

[@ColonizerChan]

that's an understandable reason to not buy it. however if there is a flavor you really like, then there are ways to fix it

[@nodescriptionavailable3842]

That's tears from child labor raising the freeze temp

[@bngr_bngr]

I avoid companies that are politically active.

[@nunyadambusiness3530]

there is no ethical consumption under capitalism. all companies are politically active. you may as well just starve and die for us.

[@Komozaroch]

All companies are politically active. What they do is called lobbying.

[@NotAJosh]

Hmm we seen this worked well 🤷‍♂️

[@jk8897]

It's perfectly fine living without Ben & Jerry's

[@madhavyu]

Please reconsider. Ben & Jerry´s won´t be able to survive without your patronage.

[@user-rb8nc7gb9u]

I agree I won't be buying any either

[@bengillen1287]

Stopped buying when they pushed the divisive wokism ( the act of pretending to be inclusive and tolerant while also pushing anti whiteism , pro Marxist , pro globalist, leftist , rhetoric ) and if it wasn't for their endless adverts rammed in my face I'm happy to say I would have completely forgotten about them.

[@billbillerton6122]

@@madhavyu Your sarcasm does you no favors.

[@grth-is6xv]

Donate your company, money, and properties to the poor native's

[@akshatjainbafna]

Need more videos in this playlist!

[@Vic4ful]

The economics of Ben & Jerry's -> video proceeds not talking about their economics but about their social presence and campaigns I'm a bit confused

[@saahiliyer11]

Because their social presence IS a huge part of why they work. Anyone can make ice-cream. But what’s given Ben&Jerry’s it’s staying power in the market and fostered that all-important customer loyalty is that they put money where their mouths are and do genuine good.

[@NnamdiNw]

Economics is simply a way of explaining social systems. Not just money 😂. Culture of a company is still part of economics. The same way the effects of institutions such as religion are also discussed amongst economists

[@smmshoe]

thet lost pensions investments in the US and the anti Israel ban got them -33% in profits so they reverse the decision and asked Israel to make a new deal

[@drewh3224]

This content is just narrowly looking at any political view. I like Ben & Jerry's is because of its natural milky taste, or where the price is actually too expensive for me, not thinking of any political view.

[@saahiliyer11]

Okay? But you’re not speaking for ALL Ben & Jerry’s customers, and it’s not like they’re saying the quality isn’t important. But what’s set Ben & Jerry’s apart from your other quality ice cream is the social good they do, and that’s more than simply politics.

[@youtubehandlessuckass]

It sounds like you're more in the 40% of people who don't care about a brand's political stances. Compared to the 60% cited at 0:28. Which is fine!

[@boomsuga]

Ben and Jerry’s boycotted Israel! I’m a buyer for life. Thank you Ben & Jerry

[@jonathani1]

‏עמ ישראל חי !

[@azzamziply3039]

a company who can bark at Israel's UN-defined illegal acts of colonialism, is a company who aren't afraid of calling out hatred... Ben&Jerry are definately NOT an anti-semite for calling out things that are illegal.

[@mydogsbutler]

A portion of Jews are extreme nationalists that manipulate human rights, the holocaust and antisemetism to silence criticism of the what HRW and Amnesty international called aparteid in Israel. What I love about Ben and Jerry is they don't let their Jewishness cloud their objectivity or ethics. Really great human beings.

[@heidichu9863]

Wow I had no idea Ben & Jerry's locations were locally owned! so cool ☺

[@kell_checks_in]

Most franchises are locally owned. Do some research.

[@paullucas3]

Their activism actually kills them in my book. I like my ice cream without a side of useless white guilt. Taste and quantity sell ice cream , not political chicanery.

[@saadj3388]

they also spoke up against illegal Israeli settlements in Palestine

[@denovemportem]

So glad I´ve learned this about B&J! Will never buy it again. Thanks!!!!!

[@EmilSosnin]

Against Israel and United States warmongering? BASED

[@darer7158]

Hey, they talk the talk AND walk the walk. No one should have a problem with that.

[@nodescriptionavailable3842]

Your statement aged like warm icecream from a sweatshop

[@rayenalowenssr5146]

Brilliant

[@jaspajones7045]

Lol this will age badly.

[@RoyGBiv-lc8tv]

I don’t agree with all of their politics, although I do agree with them on many things. However, their ice cream is stellar. So I will remain a fan of theirs. But they have every right to voice their opinions and consumers have every right to not buy their ice cream.

[@taysirxtaysirx7858]

Maybe you should buy Donald trump ice cream! He sells the best!

[@Kiss_lynda]

They pulls money from their employees pensions to cover their butts. What’s wrong with you?

[@auro1986]

wsj, show how uniliver has activism on pollution and food adulteration

[@SoCalFreelance]

Interesting you decide to frame the boycott of the apartheid israeli regime as "controversial." Was it controversial when it was done to apartheid South Africa in the 80's?

[@fizzybubblech2128]

Islam is apartheid.

[@joshs3916]

Great video

[@lewdaniels1128]

As someone from south Texas and never have seen an actual Ben & Jerry store, I buy them due to their political stances. Sure, I can get Texas's favorite Blue Bell, but seeing their good cause on the cover of the ice cream always makes me reach for Ben & Jerry's and not BlueBell. Plus Ben & Jerry's is delicious! I however would've sticked to BlueBell if Ben & Jerry had NOT displayed their support on the cover of their ice cream pints!

[@alparslankorkmaz2964]

Nice video.

[@galerivs]

because of their activism i will never buy their ice cream

[@86figs]

I didn’t know any of this.

[@niza4953]

I've always loved Ben and Jerry's since I was a kid. They have my heart, They're more than just an ice cream brand.

[@bengillen1287]

🐑👈

[@boson2916]

Voicing social and political stances wouldn't guarantee that they will not produce JUNK food.

[@stefanbucur6472]

The only thing bringing them more clients is the taste and quality of the ice cream (if there is any). The activism is only pushing away people.

[@caseclosed9342]

I never buy Ben & Jerry’s. I’ve tried their ice cream and liked it but their activism is sickening. Btw you mentioned they stopped selling in the occupied territories of Israel but they still sell ice cream in China…

[@ASK-ko9qx]

So they shouldn't sell in china

[@caseclosed9342]

@@ASK-ko9qx If they want to show how much they care about human rights, maybe stop selling in a genocidal dictatorship?

[@ASK-ko9qx]

@@caseclosed9342 They are not selling in Xinjiang. The same way they still sell in Israel. Theres a difference.

[@ricardocorrea8325]

To condemn an apartheid state that promotes genocide isn't controversial. It's common sense. End palestinian genocide now!

[@fizzybubblech2128]

End misuse of the term genocide now.

[@ricardocorrea8325]

@@fizzybubblech2128 sorry, sistematic extermination of a whole race and culture and the etnic cleansing of a territory. LOL

[@ricardocorrea8325]

@@fizzybubblech2128 Israel is a genocidal apartheid state and all of those who protect it are it's accomplices

[@fizzybubblech2128]

@@ricardocorrea8325 perhaps you have read too little history of their neighbors.

[@ricardocorrea8325]

@@fizzybubblech2128 I literally have a degree in history LOL. Perhaps you don't see non whites as people but as animals, that's why you normalize their extermination because they are barbaric and non western. I hope the downfall of this terrorist organisation called US government will be the downfall of genocidal Israel too

[@LeoAboriginal]

Humans are way too complicated.

[@johnnyola100]

Why I’m I watching a B&J commercial?

[@moniquewrites9046]

I would say I do not eat Ben & Jerry’s because I agree with their political stances. I would actually say I disagree with most of their political stances. I eat Ben & Jerry’s because I like the ice cream who would’ve thought that that is the reason why a person would eat ice cream. . . simply because they like the taste of it.

[@ling636]

I actually stopped buying Ben and Jerry’s because of their activism. Not buying their ice cream again

[@muhannad1697]

what is their best flavor so far ?

[@dh510]

The ice cream tasted pretty good the last time I bought it. It's a shame that I'll never eat that stuff again... There is a difference between committing to ethical business practices and pushing a fringe far left agenda.

[@billbillerton6122]

Amen.

[@msromike123]

Not me. I would never buy their Ice Cream for just this reason.

[@daveotuwa5596]

I love edible brands with so many flavours, most of which are exclusive. No ripoff formula.

[@rohittantia4020]

We want better videos on WSJ

[@TapsLeftOpen]

❤️ - this is what the world needs

[@bungus49]

their product is too good haha, i don't care what they think.

[@withoutpassid]

After watching this video, I will stop eating B&J.

[@dummyxl]

Thank you for educating me. I will not buy ben and Jerry again. It's good to be fairtrade but I don't like the agenda.

[@JenPurple2022]

Shelf space is everything Just like golden time commercials

[@yinyanz]

Cool series WSJ. Keep it up!

[@AthenaSaints]

4:59 so Ben and Jerry's use milk and cream from family owned dairy farms. Some of these family farmers support 2nd amendment. Got it. 👍

[@dasfahrer8187]

I know FAR more people that stopped eating it (it's mid-range at best anyhow) because of their politics than switched to them for that. And no, I don't hang out with all Republicans. Nearly all of the Democrats I know were turned off by it too.

[@fizzybubblech2128]

Nice

[@Komozaroch]

From an outsiders point of view republican and Democrats are the same. May be Ben & Jerry's is out of the scope of the 2 main parties in the us and more aligned with the biggest party worldwide : the "I dont vote"

[@loganb584]

I wont eat it because I don't want their politics shoved in my face

[@FlameClone]

I don't care about their political views, all i want is a pint of their New Jork Super Fudge Crunch ice cream. 😋

[@kristensorensen2219]

A more fully informative piece of journalism would be better than this! Better than nothing? Yes but not much!!

[@drmode]

You mean lost customers. I refuse to eat their ice cream

[@anubisswift]

Everyone i know like the product but actively seek other brands due to this... so no

[@markusd.7409]

I ask myself how they‘ll react to the fact that their headquarters in Vermont is on land that was taken from native. Americans. This was recently exposed. Do as you preach

[@UHaulShorts]

aint dey *WOKE* ?

[@johnnymookergee4935]

In July 2021, Ben & Jerry’s - which has an independent board - published a statement saying that, starting in 2023, it would boycott Jew and Israelis in what it called “occupied Palestinian territory.” The move was widely condemned in Israel and abroad, with Jerusalem’s Foreign Ministry urging US states to activate their anti-BDS laws to punish Unilever.

[@cassandrahuete5973]

You know that Ben and Jerry are both Jewish?

[@no4869]

"Activism" 😂

[@ghostmost2614]

SAF

[@W00IS-J]

Love it

[@cubsfan910]

Never buy their products again

[@towntwo451]

Haagen Daaz is a much better ice cream at the same price.

[@markshilkrut]

I wonder if they need to give also to the American Diabetes Association and American Heart Association?

[@paulb9453]

Ben and Jerry should examine their contribution to global obesity?

[@mesomemore97]

I don't buy it. It cost to much.

[@mastersinr]

TAX BENEFITS..

[@kipandrew1200]

I trust this woman to tell me about the ice cream industry because you can tell she eats a lot of ice cream.

[@composedcapital2841]

Love the flavours, the agenda not so much.

[@nodescriptionavailable3842]

They need to thank the minority children working their sweatshops and radically overpriced product, good but I can add my own toppings from an American brand, what's up AZ

[@jbshbsskskhbs6713]

Loses them a lot of consumers too

[@jpminetos]

5:14 I haven’t seen Larry in this episode of Curb Your Enthusiasm

[@turbokid8719]

But they’re actually broke

[@gnardawgyt]

Colin Kaepernick flavor LOLOL

[@mathiasbustos5261]

I would love to buy Ben and Jerry's, but I never will. Will never support their far left "activism".

[@tigermask7622]

I am not an expert on the company or foreign conflicts but based on this video why stand with Palestine yet be against aiding Ukraine. If Russia commits genocide its ok but not if Israel does it?

[@joeyjojojrshabadoo7462]

Is anybody still doing business in Russia?

[@Starry_Night_Sky7455]

But its all dairy. Their social causes are a mismatch. This is one product that could be 100% plant based.

[@iiAR35ii]

They say support poor people, and you say: what about the cows!? lol

[@kristenjabanoski6184]

They make non-dairy ice cream too

[@Starry_Night_Sky7455]

Ben & Jerry's is one of the granola hippie of hippie do good brands. I'm just looking at the ideology of their brand perception. If they wanted to go all in with their values, stepping it up to being fully plant based would be a brand ideology match. I just see the mismatch. Its not difficult to make ice cream plant based. We can do blind taste tests to test this out. Anyways, 100% plant based ice cream is more universal. Many people have dairy allergies/sensitivity. That has nothing to do with Ben & Jerry's aiming to use social causes to market their brand, but the perks of going all plant based just seems to fit Ben & Jerry's brand perception.

[@nh41]

Because of their woke identity politics, I don't buy Ben & Jerry and I'm not even American. Häagen-Dazs is way better anyway

[@HardcorePanda]

i dont eat too much cream but whenever i do i buy ben and jerry's because of various yummy flavors, they are really good.

[@jasongrundy1717]

Veblen good. A lot of people don't buy them because of their disgusting views but they're able to sell because they're overpriced and dumb people think that makes them better. There are a lot of dumb people.

[@101yayo]

peace- a disgusting viewpoint.

[@darshita1270]

idk man i can't trust any businesses. you can do good for the world without being loudly political on my face. also according to this logic, you should boycott selling in the US too cuz its equally as problematic as the countries they boycotted...

[@Duramaxcho]

Nah, I won’t buy their products. I prefer companies that stay out of politics in general.

[@chuckscott4661]

Haagen Daz rules. And Ben & Jerry can suq it.

[@michaelcap9550]

Just say no to woke ice cream.

[@kristensorensen2219]

#316👍😤Thanks WSJ for some education on a publicly traded company. I didn't know that B&J had been sold with such conditions and it is still being used to fund the activism goals of the founders. I think if you use a corporate entity to fund your social interests there should be a special tax for such use of funds.

[@bernard1799]

There is! The company you're describing is known as a "benefit corporation" and they differ when it comes to taxation. From Wikipedia: "While public benefit corporations are taxed the same as their underlying corporation status, there is added benefit to taxation on charitable contributions. If a firm makes donations to a qualifying non-profit the charitable contributions receive a tax deductible status. This will lower a firm’s taxes compared to a typical C-corporation that is not donating money and only focusing on short term profits."

[@kell_checks_in]

Advocating for leftist extremist them is not a public benefit. We're not talking about Newman's own here, we're talking about politically corrupt.

[@Kiss_lynda]

Bull. 😂😂😂😂😂😂😂😂

[@Xenon-4300]

Maybe if ice cream wasn't so fattening the world would be a more peaceful place.

[@ghostmost2614]

😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂😂

[@jcdrys]

no more ben and Jerrys for me

[@superfluous5162]

Fk !

[@aachal304]

I feel happy watching your videos Because a friend recommended me to watch your video and I met someone talking about Frederick Kurt an expert trader that have changed my life. I have been able to bought my house here in New York City 🇺🇸. Thanks so much

[@fredherring876]

Fredrick Kurt is a SCAMMER

[@marvinfrederick7368]

Tin foil troll again

[@DLi-rj9ko]

Hard pass, ill stick to Tillamok and Haagen-Daz. I don't need biased "leftist" diatribe with my ice cream. ALSO FORMER DEMOCRAT HERE! AND MEMBER OF THE LGBTQ+ COMMUNITY! SHOVE IT!

[@the.magic.catbus9459]

Growing up with lesbian parents who let me know that they were really open about activism and equality made me appreciate them as a company. However I don’t buy their products much because there is so much going on in their ice cream flavors 😂 I guess I like my ice cream boring 😂

[@jehovahhohenzollern3329]

*​CALIFORNIA REGISTERED OFFENDERS OF FATHERS San Diego County Sheriff's Department State of California requires Registered Offenders of Fathers to pay the Fee of $26 Monthly at your local Police Department. "Adoptions are not tolerated and those who offend are prohibited Fathers." ― Jehovah's 1888 Royal Continental Crown of Prussia​*

[@MCorpReview]

Buddha and Jesus

[@jcarreon1983jc]

Fascist billionaires

[@jblank4251]

Don't you just make and sell ice cream? Yea, I thought so. Sort of like listening to your 'favorite' celebs for politikal advice. A farse. Stick to making ice cream, Not Politikal Activists.

[@redoneben2694]

Why not just saay OCCUPIED PALESTINIAN WEST BANK, it’s not Israeli west bank!

[@mirozen_]

Hypocrisy. Give your stolen land back to the tribe.

[@jacklyv]

I'm surprised at how many of these little insight videos I've enjoyed! Well done wsj👏