We were delighted when Ben Cohen (Ben of Ben & Jerry’s) stopped by our weekly all-company meeting on Monday to share his story about launching Ben & Jerry’s Ice Cream and pioneering mission-driven, socially conscious business. Ben’s story is a winding one with highs and lows mixed with creative problem solving and humor. He’s a relaxed guy – not your typical CEO type – and his attention and responsibility to business practice is incredibly focused and innovative.
“Business can be this neutral tool, like a hammer. It can be used to destroy things. Or, you can build something great with it.” – Ben Cohen
See, at SunCommon we’re not just about helping folks go solar. We’re also about running a business that inspires, respects and improves this world that we live in. Being one of Vermont’s first certified Benefit Corporations, we attend to a triple bottom line of people, planet and profit. Our shareholders are on notice that these things matter and while making a profit keeps our solar coaster moving forward, it doesn’t come at the expense of the people that support us and the community that we work in. Where did we get the idea to be a socially conscious business?
“Business has become the most powerful force in the world. First it was religion and then government that inspired action. Today it’s business.” – Ben Cohen
We have this organization, SunCommon, that can work to be a force for good. Our interest lies in increasing the amount of clean, green, renewable solar energy in this beautiful state of ours and in doing so help a few folks along the way. As Ben reminded us, it is possible to make a profit and support the community. The problem with business in the past is that the only way we measured success was through profit. So, maybe the problem was how we measured success? Enter B Lab and the official Benefit Corporation Declaration of Interdependence.
The B Corp Declaration
We envision a new sector of the economy which harnesses the power of private enterprise to create public benefit. This sector is comprised of a new type of corporation —the B Corporation — which is purpose-driven, and creates benefit for all stakeholders, not just shareholders.
As members of this emerging sector and as entrepreneurs and investors in B Corporations, We hold these truths to be self-evident:
That we must be the change we seek in the world.
That all business ought to be conducted as if people and place mattered.
That, through their products, practices, and profits, businesses should aspire to do no harm and benefit all.
To do so, requires that we act with the understanding that we are each dependent upon another and thus responsible for each other and future generations.
“You only get what you measure. It’s the act of regular measurement that keeps you focused on your goal and focused on meeting it. The problem is in how we measured success.” – Ben Cohen
The B Lab is a nonprofit organization that keeps all of us BCorps and Benefit Corporations in check. Every year we submit for a rigorous assessment of our business. Think of how organic is applied to food, LEED is applied to buildings and free trade is applied to commodities – BCorp certification is for business. When you’re working with or for a BCorp you know the value system is in place.
Ben reminded us that being profitable doesn’t come at the expense of doing the right thing. “Profit and nonprofit social needs don’t need to be separated. The opportunities to combine the two are limitless,” said Ben. Novel idea, right? Why silo these two important aspects of mission-driven business? Blend ’em together and work toward a great, combined goal.
This was a big dose of innovative vision for a Monday morning – but we do this to set the course for the week, prepare our goals and remind ourselves of what we’re working for every day. Some of our folks call our Monday meeting the “reset button” as they shake off the weekend and prep for the week ahead. It’s a social, personal moment for our growing company and it’s one of those values that we look to protect. Thanks Ben for the scoop of inspiration and for all your work in making socially conscious, mission-driven business a reality. Thank you!
But wait, there’s more! Ben has shifted his focus toward a new social change campaign: The Stampede. One dollar bill at a time, Ben is stamping currency to remind folks to keep big money out of politics. Wanna learn more about it? Check out the video!
