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Brief Published: 18 Jun 2018

Ben & Jerry’s Tax Empowers Shoppers to Offset Carbon Impact

Ben & Jerry's

Consumers are becoming increasingly conscious about their social and environmental impact, and are on the lookout for brands that are active in those areas. To support its sustainability credentials, US ice-cream brand Ben & Jerry’s uses blockchain to enable fans to offset their carbon impact by paying an extra penny at the till.

Ben & Jerry’s has collaborated with Maltese non-profit organisation Poseidon Foundation on an ice-cream parlour spot in London. Using blockchain tech, the brand is able to calculate the environmental impact of producing and purchasing a cone of ice cream, and gives consumers the opportunity to rebalance their footprint and actively support action on climate change by buying carbon credits. Ben & Jerry’s has pledged to buy credits for each cone and invites consumers to do so too – when paying at the checkout, the cashier asks consumers if they’d like to add an extra penny to their balance.

Carbon credits are tradable tokens linked to projects which offset the greenhouse gases created by organisations and are usually only sold in massive quantities to corporations. Poseidon splits them up into micro transactions, making them accessible to consumers. Ben & Jerry’s credits are used to support a forestry conservation project at the Cordillera Azul National Park in Peru. Since opening in May, the ice-cream parlour initiative has been able to protect more than 1,000 trees – equivalent to an area the size of 77 tennis courts.

Our reports Retail's Activist Brands and Reframing Sustainability discuss how other brands are supporting action on climate change or educating consumers on conscious consumption.