Can consumers affect Ben & Jerry's stock price?

Just like Bud Light and Target have found out in 2023, consumers have the power to affect the profitability and stock prices of a company, and Ben & Jerry's stock price, or at least for its parent company Unilever, has fallen recently amid boycott calls.

What happened to Ben & Jerry's Stock?

The company’s stock price has fallen to roughly $51 after closing at $52.28 during Monday’s shortened trading — and the day before Ben & Jerry’s posted its unpatriotic tweet. The result has seen its market cap drop to $131 billion from the roughly $133.5 billion on Monday.

Why did Ben & Jerry lose $2.5 billion in market cap?

Ben & Jerry’s parent company has lost roughly $2.5 billion in market cap amid calls to boycott the Vermont-based ice cream maker over a July 4 tweet condemning the US for existing on “stolen Indigenous land.”