Ben & Jerry's Cofounder Reveals the One Career Move That Could Backfire in the AI Era

Passion trumps pay when it comes to choosing a career, says Ben Cohen, cofounder of Ben & Jerry's. Speaking at SXSW London, he shared his advice for young people worried about affordability and AI.

"I was going to say, learn how to be an Uber driver, but Waymo is taking over that shit," Cohen joked. On a serious note, he emphasized pursuing a career "because you love the work, not in order to make money."

Find Your Niche

Aspiring entrepreneurs should "find a small niche in the market, a void, and fill it." Employees should "find a company whose values you resonate with because then your work is meaningful, it's not just getting a paycheck."

Cohen highlighted the deep sense of purpose from doing what you love. "You're doing exactly what you want to do, following your passion — that's worth a lot of money," he said. Reflecting on his own journey, he added, "I was a starving artist. The only reason I became an ice cream man is because nobody would buy my pottery."

Doing Good While Doing Well

Cohen noted that you don't need much money to be happy. Amassing billions feels "kind of crazy" and is like "playing football" to rack up points. He criticized the massive wealth gap and an economic system that pushes money to the top.

Ben & Jerry's was founded not to get rich but to make a living. Cohen views business as the "most powerful force in society" and believes a company with a social mission can do a lot of good. The brand is known for supporting refugees, LGBTQ+ rights, and climate justice.

Cohen now advocates for the company to be owned by investors who align with its social mission, rather than focusing on ownership himself.