If you’ve ever been on a Campus Mini Mart ice cream run, you may have noticed Ben & Jerry’s pints are more expensive than other brands. You may ask yourself, “Is my splurge worth the cost as a student on a limited budget?” Yet it’s important to note that your money may go toward more than just ice cream. The creators behind your favorite logos and flavors hold values and make choices to invest profits in a way that impacts the world in which we live. Those few extra dollars might go into supporting a cause that you truly care about. Despite Ben & Jerry’s slightly higher price tag, their model for investment beyond the product itself should be the gold standard for companies. Not all companies have missions that support social causes, but the realization that consumers like to purchase from brands that support causes they care about has driven some companies to use progressive politics as a marketing tactic.
As marketing strategies have shifted to include political stances, it is increasingly important that consumers parse out what is authentic versus what advertisers include to drive sales. The Target Corporation provides an example of performative progressive values. For 10 years, Target featured merchandise with symbols supporting the LGBTQ+ rights movement. In 2024, Target removed its Pride collection because conservative activists boycotted the brand and threatened some employees. In addition, Target recently rolled back their Diversity, Equity and Inclusion program after President Donald Trump took office. Alternatively, Converse, which also has a longstanding Pride collection, continues to offer pride-themed merchandise with the webpage header, “An annual celebration that supports positive social change and amplifies youth voices from the LGBTQIA+ community.” Likewise, Patagonia uses product sales proceeds to promote environmental sustainability.
Ben & Jerry’s is a socially conscious company. Two childhood friends, Ben Cohen and Jerry Greenfield, created the company in 1978 and have achieved success with a corporate model powered by the belief that “Ice cream can change the world.” Today, Ben & Jerry’s mission statement reads, “Ben & Jerry’s is founded on and dedicated to a sustainable corporate concept of linked prosperity.” Ben & Jerry’s website touts the connection between creating ice cream as a corporation and bettering the world in which we live. Their transparency is refreshing. As a civic studies major, I frequently read articles about theories of change and the democratic process. By directing dollars toward socially minded corporations, we can be change-makers. Supporting progressive companies is another valid mechanism through which we can all invest in societal change. Although most corporations list a mission, vision or values statement on their website, Ben & Jerry’s also shares relevant information for consumers to learn more about social issues; their website menu has a tab for “Activism,” where they share “How we do business,” “Issues we care about” and “Our progressive values.” In addition, the Ben & Jerry’s Foundation has supported grassroots activism nationally since 1985. Where companies like Target and Ben & Jerry’s differ is that, although the ice cream corporation has faced serious backlash on social media platforms for their progressive values, they don’t back down from providing consumers and the public with social messages. While Target has cut progressive programs to curry favor with the incoming administration, Ben & Jerry’s continues to support communities and the progressive values that shape them.
Some may say companies exist to bring consumers the highest quality goods for the lowest price. However, a company is made up of people with values, and the company culture they create is more than just products and prices. Just as a business boycott sends a message, so too does giving money toward a company by purchasing their products.
Not all advocacy efforts go through the same channels. While some students engage in social activism by marching with signs, others express their views through passive activism, like reposting something on social media. Still, others engage in activism by mindfully choosing where to spend money — economic activism. Changing the everyday choices we make, especially how we spend our dollars, can make a tremendous impact collectively. So as you consider your expenditures, choose wisely; on your next run to the Campus Mini Mart, pick up a carton of Ben & Jerry’s.
