Jerry Greenfield, co-founder of the iconic ice cream brand Ben & Jerry’s, has stepped down from his position as brand ambassador following a significant disagreement with parent company Unilever. This decision, announced on September 17, 2023, has sparked discussions about corporate responsibility and the role of activism in business.
In an open letter shared on social media by his business partner, Ben Cohen, Greenfield expressed his concerns about the company’s direction under Unilever’s ownership. He criticized the company for what he described as a silencing effect, suggesting that Ben & Jerry’s has been sidelined in its advocacy for social justice and equity. Greenfield’s statement reflects a growing tension between corporate interests and social activism.
“Standing up for the values of justice, equity, and our shared humanity has never been more important—and yet Ben & Jerry’s has been silenced, sidelined for fear of upsetting those in power,” Greenfield wrote. He emphasized that the true measure of an organization’s commitment to its values is tested during challenging times when there are risks involved.
Greenfield’s resignation highlights the struggle many companies face when balancing business interests with their foundational commitments. Since its founding in 1978, Ben & Jerry’s has built a reputation for standing firm on social issues, often using its platform to advocate for progressive causes. However, as part of the multinational corporation Unilever, which acquired the brand in 2000, the company has had to navigate the complexities of corporate governance and shareholder expectations.
Cohen’s letter, which accompanied Greenfield’s announcement, reaffirmed their dedication to the brand’s original mission. He stated, “The values we stood for are still relevant, and we must continue to advocate for them.” This public statement has resonated with many who support the brand’s history of activism, even as it raises questions about the future direction of Ben & Jerry’s.
The resignation may reflect a broader trend within the corporate world, where companies are often caught between maintaining their ethical commitments and adhering to the demands of larger corporate structures. As consumers become increasingly aware of corporate practices, the expectation for companies to take clear stances on social issues has intensified.
Greenfield’s departure serves as a poignant reminder of the challenges faced by businesses trying to uphold their values in a complex corporate landscape. It remains to be seen how this change will affect Ben & Jerry’s operations and its commitment to activism, especially under the influence of Unilever.
With Greenfield no longer at the helm, many are watching closely to see how Ben & Jerry’s will navigate this pivotal moment in its history. The discussions surrounding this resignation may influence other brands facing similar dilemmas and could lead to a reevaluation of the relationship between corporate governance and social responsibility.