BLOG # 1: BEN & JERRY’S ETHICS

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The famous company Ben & Jerry’s is not only known for selling fantastic ice cream; they are also famous for being a firm that is constantly implementing social and ethical objectives. In fact, according to their website, one of their values is to use their company to “improve the quality of life locally, nationally and internationally. To do so, they engage in activities such as supporting GMO building, peace building, climate justice, LGBT equality and Fair Trade. Back in 2005, Ben & Jerry’s were the first company to engage in Fair Trade, a social movement consisting on using ingredients that have been certified to promote environmentally safe production. This movement also ensures consumers that farmers are being paid fairly. In consequence, farmers also commit to responsible farming practices.

Consumers can be influenced to purchase Ben & Jerry’s ice cream instead of other products if they realise that  farmers have not been exploited in the harvest process or that the firm uses certified ingredients. Not only does this affect consumer’s perception, but it also influences what workers and employees think about the firm. Workers can become more motivated and loyal as they see that the company is supporting a cause that benefits them and a has a social impact. Ultimately, this enhances the ice cream brand and positive values are associated to it.

The major problem I see within engaging in a movement such as Fair Trade is primarily costs. Using certified ingredients and responsible practices implies that production equipment and materials also have to be environmentally friendly. These creates higher costs for the company. Additionally, there could have been many stakeholders that don’t have same view and are not interested in the Fair Trade movement. For instance, there could have been disagreements between shareholders and the company as they see that profits are decreasing due to the ethical approach.

Overall, my opinion within business ethics is that a firm should always aim towards acting socially responsible. Although it seems that there is a trade off between increased sales and acting ethically, this does not necessarily holds true if the firm is truly engaged in these activities for the right reasons and consumers acknowledge it.

Reference:

http://www.treehugger.com/corporate-responsibility/ben-jerrys-now-sourcing-fairtrade-ingredients-all-ice-cream-flavors.html