Ben & Jerry Head to London for a UN-backed ‘Ceasefire’ Concert
When they passed a $5 correspondence course on making ice cream and opened their first shop in a deserted petrol station, Ben and Jerry were seen as hopeless optimists for believing business could have a social conscience beyond the bottom line.
Thirty years later and now multi-millionaires, Ben Cohen and Jerry Greenfield believe the world has caught up. In a rare interview in their home town in Vermont, the pair identified the rise of ethical shopping, environmentalism and social activism as proof the creed of selfish consumerism has had its day.
Next is world peace. They will visit Britain this week to speak at a concert at London’s Royal Albert Hall marking ‘Peace One Day‘, a campaign backed by the United Nations to establish an annual day of ceasefire in conflicts around the world.
David Beckham, actor Jude Law and singer Annie Lennox are supporting the project, which is the latest attempt to bring celebrities together for a one-off concert promoting a global cause.
Cohen and Greenfield, both 56, became the poster boys of ‘caring capitalism’ as their ice cream business supported farmers and donated a percentage of profits to peace campaigns and charities. But in 2000, Ben & Jerry’s, by then a public company, was sold to Unilever for $326m against the wishes of both founders.
Today, while maintaining a link with the business, they devote most of their time and money to social and political activities, including a campaign to shift United States government spending towards education and health.
Greenfield said: ‘When Ben and I were younger, environmentalists were referred to derisively as tree-huggers, they were felt to be this radical fringe. You can’t get any more mainstream now than being environmentally concerned.’
Cohen is equally optimistic. ‘In terms of this generation coming up, there’s a big segment that are less materialistic and don’t really buy new clothes,’ he said. ‘They’re always buying old, used clothes. I keep on wanting to get stuff for my daughter, who’s 17, and she doesn’t want anything.’ Cohen believes the so-called YouTube generation asks more questions and is less easily swayed by slick marketing campaigns.
He said: ‘There’s quantitative data that says the younger generation doesn’t buy any of this advertising crap. So now you have mainstream corporations still buying traditional advertising but taking a significant part of their ad budget and using it for so-called buzz marketing, guerrilla marketing, hiring people to go around in bars and talk up whatever the hell they’re pushing. The younger generation is a lot more skeptical of the mass media world.’ The pair argue there is greater mass involvement in social activism than ever before. Cohen cites a book, Blessed Unrest: How the Largest Movement in the World Came into Being, and Why No One Saw It Coming by Paul Hawken, which argues the thousands of small organizations that have sprung up to protect the environment and social justice form the biggest movement the world has seen.
Greenfield said: ‘The internet essentially changed everything. There’s so much grassroots activity. It’s the kind of thing you don’t read in newspapers, the kind of thing you don’t see on TV. It’s these alternative communications vehicles that allow people to work together.’
‘Peace One Day‘, they hope, will be a prime example. It started in 1999 as the idea of one man, British film-maker Jeremy Gilley, who succeeded in persuading the UN to establish an annual International Day of Peace on 21 September. Last year on that date there were initiatives by humanitarian organizations in southern Sudan and the Democratic Republic of Congo, immunization campaigns in nine countries and peace marches, festivals and other events in Britain.
Asked if there was a danger of fatigue with celebrity-led special ‘days’, Cohen said: ‘Everybody wishes there was something they could do besides attend a concert, but that’s the best we’ve got right now. The reality of the society is that the culture is celebrity driven. If there are celebrities involved then the media gets involved and when something’s big in the media, politicians have to respond somehow. As citizens, we’re doing the best we can. We wish we could do more.’
© Guardian News and Media Limited 2007
Ben, Jerry and all who believe that this kind of crap is going to change anything need to get off their downers.
ben and jerry no longer own ben and jerry. they sold out a few years back to a mega food coporation. i can not remember it’s name. not to disparage their good deeds, but they seem to be living on past reputations.
Before you bash Ben and Jerry as “sellouts”…
Try reading the article.
“But in 2000, Ben & Jerry’s, by then a public company, was sold to Unilever for $326m against the wishes of both founders.”
By the way, “celebrity”, your kind of negativism went out of fashion years ago. Try actually doing something positive. You might like it!
jwell:
By the way, “celebrity”, your kind of negativism went out of fashion years ago.
Apparently you don’t read many posts, do you? I’m frustrated at the negativity I am CONSTANTLY reading and it wears off on me.
You don’t know me…don’t judge. You have NO IDEA who I am or what I’ve done. What have YOU done???
The final line says a lot:
“As citizens, we’re doing the best we can. We wish we could do more.”
People would like to vote with their dollars, but if the only choice that they have is between two evils, it is no contest. The money/power structure makes sure those are your only choices.
Ben and Jerry’s was one of the few rare exceptions. The structure must have been sleeping when they allowed those two to get into business competing with their mega corporate buddies. They did it on a shoe string and that is the only way that they ran under the radar. If they needed any real money to get started, it would surely be denied them by the banks and venture capitalists.
I know this sounds like a conspiracy theory, but have you ever found out how small business starts? Credit cards and second mortgages, for just enough money to go broke and lose everything. Do not even try banks, they will laugh you right out the door. If you need money, you can not get it. It is only their rich friends that do not need money that can get it. Here is the real kicker…it is OUR money that they deny the small business owner like us and give to the wealthy at good rates.
Well rant over. But ask yourself how small business gets started and how we can do better. Capitalism might work if capital were available for those with ambition.
celebrity:
OK… point accepted. I reacted too quickly to a single comment.
I re-read many of your posts and can agree with much of what you have to say.
(Especially about Kucinich. He is the only candidate who has the courage to tell the American voter the truth. I can only hope the American people can find the wisdom to reward him for it.)
I still believe we need to welcome positive action from people of good will.
As you point out, this country is headed in the wrong direction.
We need the help, work, and good will, of all progressive thinkers to turn things around.
This country is mired in negativity.
Let’s do our best not to give in to it.
What do you say?
sjc_1,
They started their business 30 years ago…………………. in 1977! The “structure” didn’t have a stranglehold on citizens back then! The neocons, were just getting a toehold on their infiltration, & takeover. The country changed on 1/20/81, when Reagan was inaugurated! ( far more than it changes on 9/11/01. By 1986 we had tax “reform”; nails in the coffin! No income averaging anymore………..On a small business scale that means, the Gov. gets it’s full percentage, if you have a slow year the next; who gets left out your small business suppliers, NOT the IRS! Trickle down debt.! Deductions were drastically reduced and restrictions on running a home business were tightened!
My husband and I started a small service business in ‘62. In ‘73 I took over the running of it when we divorced: ( sort of a start up until I proved myself). I restarted it again in ‘86 after a 2 year sabatical and did better than I had before………….UNTIL the Reagan Bush recession ( depression) anad the takeover by the 40 year old CEO’s! Every one over 50 was kicked out and left to fend for ourselves, confronting ageism in hiring……………
I tried a discouraging experiment today that has left me physically shaking!. After the ABC Extreme Takeover up the road from me, I stood out front of my gallery and tried to sell cards made from a painting I did of the old house, which was displayed on an easel. A lot of people walked past to their cars rather than wait for the shuttle bus. NOT ONE would buy a $5.00 card! Yet some of them are comfortable enough to be able to donate a week or so of their time free, to help one family! ( WHo just flew to China to adopt a baby!) ABC must have made a dynamite show…………they’ve got a new house, a lot of peole are going home tonight feeling mighty good about themselves for volunteering their time to help this poor family…and this old lady; when I buy fuel oil tomorrow, because the HEAP funds don’t come in from the federal govt until mid Oct., will have approx $50.00 to live on until Oct 3rd.
But then why am I so suprised? If they can’t think any better than to support a criminal war……………..how could I expect them to be able to decide where their charitable gestures all by themselves? They have to be told!
Sad thing is I am looking at a genetic lifespan of another 30 years…………………..AND BTW I have about 35 years of experience on the newbie designer they used on the show. I bet SHE hasn’t been to dinner in Malibu at the home of the editor of Architectural Digest! Or commissioned to do murals on the French Riviera!
Totally disgusted!
Great news!! Find myself ignoring most of the SOSO (and especially nasty bloggers). Was a member of Working Assets long-distance phone service a few yeaars ago and enjoyed the cheaper rates, discount on good books to read and, of course, the ice cream coupon to redeem each month for their delicious ice cream. Just wish all business owners, large as well as small, would learn from this example. Love ya’ Ben & Jerry.
Ice cream and concerts and War well what am I missing here?Woodstock lsd and Oh my I hear John lennon say he will be there in spirit. Come on now folks I think some one is living in a bubble world. Not working for me Bob Dylan is in concert October, now that’s the word man!!!!Peace brothers and sisters!
Let’s do our best not to give in to it.
What do you say?
jwell: DONE! It gets tough and I slipped. Thank you for reeling me back in.
PEACE and POSITIVITY….AND: http://www.dennis4president.com/home/