Who likes ice cream? Well to those of you who do (and I’m sure there’s a fair amount of you), did you know that you can have ice cream that is either good or bad for the earth? Ben & Jerry’s were the first ones to let us in on this news. Through sustainability promotion and communication, Ben & Jerry’s have opened up their product and allowed dialogue between consumer and company. They have communicated sustainability solutions provided in their product, communicated about their company as a whole and most importantly, they communicate through the consumption of ice cream!

As the first ice cream company in the world to use Fair-trade certified ingredients in 2005, Ben & Jerry’s has committed to production that is environmentally responsible and socially and economically fair. Along with a guaranteed minimum price, farmers are paid a premium for investment in social, environmental or economic development projects that are decided upon by the producers. With this strategy, not only has this become a marketing campaign by itself but, it has raised awareness of this issue to consumers. By rapidly and successfully converting all flavours to qualify for Fair-trade certification, Ben & Jerry’s is not only strengthening the brand name but are opening the doors for other companies to convert as well. They hope to create a growing global marketplace for smallholder Fairtrade producers. And to do this, the answer lies in effective communication.

Effective communication of sustainable business practices lies not only in the end consumer but in business-to-business relationships as well. However, with so many positive economic effects of sustainability on the market, companies must be sure not to be accused of greenwashing. So often, businesses believe that simply sticking on more eco-looking symbols or claiming to be “compostable” immediately elevates their brand. And more often than not, consumers fall for it all the time. The charade cannot last long but it does show how effective the right kind of communication can be.

Referenced from:

1) http://www.unilever.com/sustainable-living-2014/reducing-environmental-impact/sustainable-sourcing/fairtrade-ben-and-jerrys/

2) http://www.theguardian.com/sustainable-business/2014/jul/18/ben-jerry-turn-ice-cream-into-energy