When Ben Cohen, co-founder of Ben & Jerry’s Ice Cream, visited vlog, he didn’t just talk about ice cream. He talked about what business should be. His main message was simple but powerful: Businesses should be driven by values, not just profit.
Cohen explained that he and business partner Jerry Greenfield didn’t originally set out with a perfect business plan. They were just two people who loved food and wanted to create something meaningful. What made their company different was how they built it. From the beginning, Ben & Jerry’s focused on more than just making money. It focused on impact. That meant sourcing ingredients responsibly, supporting local and marginalized communities, and making decisions based on what aligned with their values. Cohen emphasized that this approach was not always the easiest or most conventional, but it created a stronger sense of purpose within the company and helped guide decisions even as the business grew.
Cohen said he hopes one of the biggest takeaways from his talk is that values-driven businesses are actually stronger businesses. Instead of spending huge amounts on marketing, companies that genuinely stand for something build trust naturally. As Cohen suggested, “your values become your brand.” This stood out because it challenges how we usually think about business, where profit comes first and everything else comes after. He pointed out that consumers today are more aware and more critical of corporate behavior, “which makes authenticity even more important.” In that sense, being transparent and consistent is not just ethical but also practical.
Cohen also shared his belief that businesses are inherently political. Corporations have massive influence over laws, elections, and public opinion, whether they acknowledge it or not. Because of that, he argued that business leaders have a responsibility to speak out on social issues and work toward positive change. For him, staying neutral isn’t an option; it is a choice that still has consequences. He framed this responsibility as something that comes with power, suggesting that companies have the ability to shape society and should use that influence thoughtfully.
This idea connects directly to how Ben & Jerry’s operates today. Even after being sold to the British multinational consumer packaged goods company Unilever, Ben & Jerry’s has tried to maintain its social mission through an independent board. Cohen talked about the tensions that come with that, especially when corporate interests clash with social values. Still, he emphasized that “fighting for those values is worth it.” These challenges highlight how difficult it can be to balance large-scale business operations with a commitment to activism, but also why that effort matters.
Cohen also gave advice that felt especially relevant for students. He encouraged people to choose careers and companies that align with what they care about, not just what pays the most. As he put it: “[The goal is to] do work that feeds your head, your heart, and your soul.” That idea reflects his larger belief that business can and should be a force for good. He suggested that even small decisions, like where you work or what companies you support, can contribute to larger change over time.
Overall, Cohen’s visit reframed business as something bigger than profit. His perspective shows that companies do not have to choose between success and impact. They can do both. And for students thinking about their futures, that is a powerful idea.