https://www.nytimes.com/2021/08/10/opinion/israel-ben-and-jerry.html
Ben & Jerry’s last month announced to controversy and fanfare that it would no longer sell its ice cream in East Jerusalem and the West Bank, though it says it will continue selling it elsewhere in Israel. “Ending the sales of ice cream in the occupied territories is one of the most important decisions the company has made in its 43-year history,” Bennett Cohen and Jerry Greenfield, the company’s founders and former owners, explained in a guest essay in this newspaper. “It was especially brave.”
To which my reaction, based on 21 years of reporting on the Israeli-Palestinian conflict, was: Who the hell eats Peace Pops in Hebron? And just how big a hit to the global bottom line of Unilever, the consumer-goods giant that is Ben & Jerry’s corporate parent, will be the loss of sales in Jerusalem’s Old City?
We live in the era of “Woke, Inc.,” to borrow the title of Vivek Ramaswamy’s delightful new book on what he calls “corporate America’s social justice scam” — an era in which corporations adopt trendy causes to help shield them from criticism while pumping up their stock prices. There’s Gillette, trying to peddle razors by decrying toxic masculinity. There’s Nike, minting money off Colin Kaepernick’s protests. There’s BP, rebranding itself as “Beyond Petroleum” — and then spilling 200 million gallons of crude into the Gulf of Mexico.
But Cohen and Greenfield are the godfathers of Woke Inc., pioneers of a unique marketing magic that seeks to get people to believe that buying a high-fat, high-sugar product that contributes to diabetes and obesity also makes us more virtuous. I don’t want to overstate things here, since I’m as guilty as the next guy of scarfing down a half pint (OK, sometimes more) of New York Super Fudge Chunk. But at least I don’t pretend that I’m making the world a better place in the bargain.