Mapping Out Marketing

ENTRY #52     How is sustainability changing the marketing world?

C. B. Bhattacharya

Zoffer Chair of Sustainability and Ethics, Katz Graduate School of Business, University of Pittsburgh

I met “Ben” of Ben & Jerry’s at a leadership conference in Atlanta in 1994; he was also interested in consumer behavior, if on a less granular level. “You know, there is something that intrigues me,” he said at some point in our conversation. “We do a lot for the environment and we do a lot for society. Can you help me understand if what we do for the environment and society … does it help us sell ice cream? Do consumers care enough about this stuff to ...