Ben and Jerry, The Founders Striving Towards Sustainability

Many companies have been driving towards greater sustainability in their everyday practices, which not only helps improve our environment and reduce our carbon footprint but could also potentially increase business profits.

Environmentally aware customers are always on the lookout for eco-friendly products and packaging, so incorporating this into business has been very popular to pull in more sales. Ben and Jerry are just some of the founders of companies striving towards greater sustainability, making their already extremely popular ice cream brand even more appealing. Choosing an ice cream product that is doing less harm to the environment can at least make customers feel less guilty about indulging in the treats on offer!

So, what do Ben and Jerry’s aim to do, and what have they achieved so far with sustainable marketing? Read on for more information and see how you could apply these useful techniques to your own business.

What is Ben and Jerry’s mission?

This company aims to produce a high-quality product in the best way possible, causing as least harm as they can to our planet. Ben and Jerry’s are always on the lookout for fresh, innovative solutions to improve their procedures and policies, hoping to be as responsible and sustainable as they can in the hope that other companies will do the same.

The founders continue to speak up on social issues, with their stance on multiple topics keeping them in the spotlight over time.

Ben and Jerry’s have shown the world that it is possible to reduce our carbon footprint just by making simple changes.

What action has this company taken concerning sustainability?

Probably the most obvious action that Ben and Jerry’s have taken in relation to sustainability is adjustments to the packaging of their products. The ice cream tubs have reduced 40% of their plastic consumption, in turn making them more recyclable.

With the plastic that is used being from a renewable plant source named BIO PE, this company is doing all it can to reduce the use of fossil fuels and give a little back to our planet. The sugar cane material is a renewable resource, making it a more sustainable process.

Furthermore, Ben and Jerry’s have gone the extra mile to help make sure the tubs are being recycled, with handy recycling logos being placed on the packaging. Whilst this will help people remember to recycle, it also might encourage customers to buy the product in the first place with the thought that the company is causing as little harm as it can to the environment. The company also has a reminder of recycling rules on their official website, educating customers who are unsure of how to dispose of their tubs to get them to do it in the right way. The website instructs that the tubs must be rinsed and squashed before being put in the cardboard and paper bin. These instructions demonstrate the effort that Ben and Jerry’s goes to create as big an environmental impact as possible.

With the use of plastic being a huge global environmental problem, Ben and Jerry’s saw no reason to continue using it in their straws and spoons. No longer using petroleum-based plastics in their Scoop Shops, the company stopped using nonrenewable resources in this area and even went as far as to target their plastic cups and lids.

With them also switching to alternatives such as handy wooden sticks and paper snack bags, Ben and Jerry’s have shown the world that it is possible to reduce our carbon footprint just by making simple changes.

Additionally, all the company’s paperboard packaging has FSC Certification, meaning that the paperboard pulp is sourced from forests managed for the maintenance of biodiversity and protection of wildlife habitats. So, whilst the material is recyclable, it is also being sourced in a sustainable way, meaning that the company is following through with its environmental goals rather than overselling them or exaggerating them to the public.

Actionable Takeaways

So, what can you take away from Ben and Jerry’s examples of efforts in sustainability? You can learn as a marketer that you can easily attract a wider customer base by involving the company in sustainable practices. This will show your potential clients that you are dedicated to making the world a better place, giving a bigger meaning to your company as a whole.

The main thing to take away is that you are responsible for displaying your brand and business as an active figure in environmental awareness, creating a motive of why customers should purchase from you over the competition. However, this can only be done effectively if you execute it in the correct way, with all aspects of your company following sustainable practices rather than just some.