I love ice cream. All those sweet flavors to choose from, deciding which one is always so difficult. Well there is one ice cream company that became just as famous for its approach to corporate social responsibility (CSR) as for its many ice cream flavors and products. The company was
Ben & Jerry’s founded by Ben Cohen and Jerry Greenfield in 1977, dedicated to a sustainable corporate concept of linked prosperity. Ben & Jerry’s mission pictured above includes 3 interrelated parts including social, product and economic.
First, Ben & Jerry’s aims to manufacture, sell and distribute top quality products. Second, the company aims to make profits while also "creating career opportunities and financial rewards for our employees." Finally, Ben & Jerry's aspires to operate so as to "actively recognize the central role that business plays in the structure of society by initiating innovative ways to improve the quality of life of a broad community - local, national, and international.”
The underlying mission of Ben & Jerry’s is the determination to seek new and creative ways of addressing all three parts, while holding a deep respect for individuals inside and outside the company and for the communities of which they are a part.
In the article, A Moo-del for Corporate Social Responsibility, the author notes, “ During the course of its incredible journey from small ice cream shop to multimillion-dollar business, Ben & Jerry's created history as the first company to make profits while acting as a non-profit. It also became the first company to employ a double (financial as well as social) bottom line, leading The New York Times to herald its product as "inspiring ice cream."
In addition, Ben & Jerry's is a founding member of Business for Social Responsibility (BSR), an association of some 1400 or so businesses that aims to furnish "members with innovative products and services that help companies be commercially successful in ways that demonstrate respect for ethical values, people, communities and the environment.”
Although there has been no consensus as to one definition of CSR, it has been said to encompass, "a company's commitment to operate in an economically and environmentally sustainable manner, while acknowledging such areas as employee relations, diversity, community development, environment, international relationships, marketplace practices, fiscal responsibility and accountability all help to determine its corporate social responsibility.”
Ben & Jerry’s co-founder Ben Cohen once said, “Business has a responsibility to give back to the community.” Cohen’s statement is simple and yet it explains the magnitude of why they do what they do to continue to grow the companies CSR.
Business Ethics has labeled co-founder Cohen, the true force behind Ben & Jerry's being a "values-led" business, "a celebrated entrepreneur and social activist." He deserves much of the credit for Ben & Jerry's reputation for being socially progressive, a reputation built on the company's philanthropy, its treatment of its employees, its environmental practices as well as a host of other activities and policies the company pursues.
In 1985, the Ben & Jerry’s Foundation was created and since then it has been committed to philanthropy and social change work, and to support grassroots progressive social change organizations around the country. The company is probably best known for its unprecedented rate of giving to charitable organizations in the corporate world—a full 7.5% of its pretax profits as compared to only 1% by the average American corporation.
Obviously Ben & Jerry's practices what it preaches, and sometimes even when it hurts their financial bottom line. For instance, in 1995, when a Japanese supplier offered to distribute its ice cream in the Japanese market, where rival Haagen-Dazs was raking in revenues in the hundreds of millions, Ben & Jerry's declined. Why? The Japanese corporation had no history of supporting social goals.
In April 1999 Ben & Jerry's began using paper cartons manufactured with unbleached (chlorine-free) paper. The new container is referred to as the Eco-Pint carton. Ben & Jerry's has also created a PartnerShop Program as a form of social enterprise, a growing movement in which nonprofit organizations leverage the power of business for community benefit.
The company is currently designing a community partnership program that would allow for local youth development organizations to partner with local scoop shops in 2011.
Ben & Jerry’s CSR approaches are always evolving and changing as new innovations and ideas come about. In conclusion, I scream for ice cream, you scream for ice cream, we all scream for ice cream and letting the whole world know that Ben & Jerry’s CSR is the real deal.
