Jerry Greenfield

So much business is based on the belief that we should do whatever we can within legal limits to make as much money as we can. Ben & Jerry's was based on values, and we try to operate a business that not just sells ice cream but partners with all our stakeholders - whether that's suppliers or customers - to bring about a more sustainable world.

Businesses can lead with their values and make money, too. You don't have to simply be purely profit-driven. You can integrate social and environmental concerns into a business, be a caring business, be a generous business and still do very well financially.

Look at your business and the activities that you undertake. Then, start to think about not just your economic concerns, but about social and environmental impacts that businesses have.

Businesses typically look at issues like price, quality, time of delivery. They don't often think about social and environmental impact because they're focused on their financial bottom line.

Ice cream is the perfect buffer, because you can do things in a somewhat lighthearted way. Plus, people have an emotional response to ice cream; it's more than just food. So I think when you combine caring, and eating wonderful food, it's a very powerful combination.

Now, when we face a problem like global warming, and you understand that the biggest impacts on global warming come from business and industry, I think business needs to take a leading role.

Business can be a source of progressive change.

When you are led by values, it doesn't cost your business, it helps your business.