For over 40 years, Ben & Jerry has not only worn politics on its sleeves, but he has also built an entire business around it. Most brands carefully curate activism to avoid backlash, but the Vermont-based ice cream company is not acquiesced about its life. From employee strikes to viralticutch takedowns and calls for criminal justice reform, the effort was not a marketing gimmick. It was a core element.
Now, with the sudden firing of CEO Dave Stever and the continued tension with Unilever, the brand faces familiar but high questions. Founders who turned ice cream into a change vehicle, Ben Cohen and Jerry Greenfield set the foundations for a brand that relied on activism while maintaining cultural relevance. But as leadership changes and corporate oversight become more pronounced, is Ben & Jerry still controlling its own mission, or will corporate ownership finally catch up with it?
How Ben & Jerry’s activities were incorporated into the brand
From social justice campaigns to employee-led protests, Ben & Jerry built an ice cream empire … more It is rooted in activities. Here’s how these transformed value into a business strategy:
Even when Flavors didn’t put it on the market, the brand’s politically charged approach became headlines. This was not something that, like Rich The Rich, did not represent consumer appeal to corporate opposition. As I explored in my work that wasn’t A Ben & Jerry’s Ice Cream, the idea took on a life of its own and proved that Ben & Jerry had mastered the art of inciting cultural conversations.
But in today’s climate, can activist-led brands survive when business owners are calling shots? From day one, Ben & Jerry not only sells ice cream, but also sells a worldview. On the official company website, the brand states, “We believe in using our business to make the world a better place.” However, unlike most companies that Cherry Pick causes at the PR moment, Ben & Jerry institutionalized activities into a business model.
Here’s how they did it:
Take a clear and uncompromising attitude: From climate justice to LGBTQ+ rights, Ben & Jerry has never shunned the political polarizing position. The issues we are interested in read as more of a grassroots campaign than a corporate mission statement. Employee-led activities: The brand encourages employees to take part in protests, sign petitions and speak out, reinforcing that their work is not just about scooping out ice cream, but also driving change. Flavors as Protests: Limited time releases like Justice Remix’d and Pecan Resist turn ice cream into edible activities and fund progressive causes while making statements. Legal Fights and Corporate Accountability: Even after being bought by Unilever, Ben & Jerry was pushed back when the corporate parent’s actions clash with its mission. Recently, they sued Unilever to prevent ice cream sales in Israeli settlements.
Why Leadership Is Important: CEO Dave Stever Dismissal
Ben & Jerry’s longtime executive has been removed from his role, why? This is what we know about Dave … more Stever fires and what is it doing to fit the company’s future?
In early 2025, Dave Stever, a 34-year veteran of the company, was removed from his position as CEO of Ben & Jerry’s. His departure was not a quiet exit. It is a direct reform from Unilever, indicating a deeper change in how brand leadership is being handled.
Unilever has not publicly disclosed why Stever fires, but raises important questions about whether Ben & Jerry can maintain independence, as Unilever insists on more control. The lawsuit filed by the Ben & Jerry board in 2022 against Unilever over the sale of products in Israeli settlements already exposes the growing tension between the brand and its corporate owners.
The ice cream company has a unique corporate structure that aims to protect activists’ missions even after its sale to Unilever in 2000.
Independent Board of Directors: Unlike most Unilever-owned brands, Ben & Jerry has an independent board of directors specifically tasked with preserving the company’s social mission. Merger Agreement Protection: The 2000 acquisition agreement called for consultation with the board of directors on key leadership decisions, including the employment and firing of CEOs. Social mission oversight: Boards exist to prevent the dilution of the identity of company activists.
The removal of Stever suggests that Unilever is making enforcement decisions without consulting the board.
Can corporate-owned activist brands survive?
Ben & Jerry operates under Unilever, but tensions over its social mission are escalating. can … more Do activist brands thrive when controlled by the global food giant?
The bigger issue here isn’t just about leadership change. It is the fundamental tension of corporate ownership and brand activity. Can an activist-led company thrive when owned by a global conglomerate?
Ben & Jerry fights to maintain that identity, but it’s extraordinary in an industry where corporate integration often leads to diluted value. While Unilever benefits from Ben & Jerry’s brand loyalty, the ongoing friction between the two raises questions about how long activist-led brands can operate realistically under the parent of the company.
This is more than just theoretical. The founders of Ben & Jerry have openly debated about buying back the brand from Unilever. As Bloomberg reported, Ben Cohen and Jerry Greenfield have been exploring ways to regain control of the company to protect its mission.
If that happens, it would be a rare case of a brand that successfully regains its independence from multinationals. But for now, Ben & Jerry remains in the middle of the high stakes battle over what it means to be a corporate activist brand in an era of rising consumer skepticism.
Why trust in business activities is failing
Consumers’ trust in business activities is at the lowest ever, and businesses are back on social … more Cause. Why are Ben and Jerry still holding their weight in the conversation? Elizabeth McDonough (R), who works for Ben and Jerry’s ice cream company, handed out a portion of 1,140 pounds of burnt Alaska made from fossil fuel ice cream on April 22, 2005, in front of the US Capitol in Washington, Washington, part of a 1,140-pound baking Alaska made from fossil fuel ice cream. Ben and Jerry are asking the government to have a national energy plan that will invest in energy efficient, clean, renewable energy sources so that the US can end its dependence on oil.
This battle is not happening in a vacuum. Consumers’ trust in business activities is the lowest ever. 2025 Edelman Trust Barometer discovered:
The once powerful activist attitude of the brand has been reduced due to backlash. Consumers are increasingly distrustful of companies that claim to support the cause but fail to act. 81% of people with a sense of complaints view their business as unethical.
In contrast, Ben & Jerry has been consistent for decades. That’s why it still holds weight. Other businesses are shaking based on the public’s perception, but Ben & Jerry’s never pretended to be neutral. Whether it’s boycotts, litigation, or leadership changes, brands continue to commit to their value, even when they are at odds with the owner of the company.
What happens next? It should be seen. Will the company allow Ben & Jerry’s to continue operating as a value-driven brand, or will corporate management ultimately restructure its identity?
For now, one thing is clear. Ben & Jerry hasn’t stepped back. And in the age of performance brand activity, that is still important.
