Recycling, packaging, businesses are changing all of those things because that's what consumers want.

Don't just do something because it's a trendy idea and will make you a lot of money. The reason I say that is because any kind of venture involves going through difficult times. If you're doing something you are passionate about and really believe in, then that will carry you through.

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.

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

Business can be a source of progressive change.

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.

One out of every 100 families in Vermont was a part owner of Ben and Jerry's.