Ben Cohen, co-founder of Ben & Jerry’s, advocates that passion should take precedence over salary when choosing a career path. Speaking at the SXSW London festival, he expressed his views on the troubling economic climate and the implications of artificial intelligence for young people.
In a light-hearted moment, Cohen joked, “I was going to say: learn to be Uber drivers, but Waymo is already taking that business over.” He urged individuals to pursue careers they love rather than simply focusing on financial gain.
He elaborated that aspiring entrepreneurs should aim to identify a niche market and fill it, while employees ought to seek out companies aligned with their values to find meaning in their work.
Cohen emphasized the fulfillment that comes from following one’s passion, stating, “You are doing exactly what you want to do, and that is worth a lot of money.” He reflected on his journey, noting, “I was a poor artist; the only reason I became an ice cream seller was that nobody wanted to buy the ceramics I was making.”
Balancing Success with Social Impact
According to Cohen, one doesn’t need to accumulate vast wealth to be happy. He finds the pursuit of billions “quite crazy,” likening it to a game where one tries to score as many points as possible.
He also critiqued the widening wealth gap, suggesting that enormous fortunes are difficult to justify. Cohen assessed the economic system as one that disproportionately funnels money to the top. He and Jerry Greenfield, his co-founder, did not launch their ice cream business with the goal of becoming extraordinarily wealthy.
“We just wanted to make a living,” Cohen said. “We didn’t want to amass a fortune.” He sees business as a powerful tool in society, asserting that a large, mission-driven company can effect significant positive change.
Ben & Jerry’s is well-known for allocating a portion of its profits to support refugees, LGBTQ+ rights, climate justice, and other progressive social initiatives. The company was sold to Unilever in 2000 and was carved out last year as part of The Magnum Ice Cream Company. Recently, Cohen has called for Magnum to sell Ben & Jerry’s, alleging that the current owner does not uphold the brand’s social values.
