THE NEW WORLD OF GIVING

COMPANIES ARE DOING MORE GOOD, AND DEMANDING MORE BACK

Just inside the Flynn Theater in Burlington, Vermont, Ben Cohen and Jerry Greenfield stand aside as twentysomethings stream by to find seats at a rare hometown concert by the rock band Phish--a treat the ice-cream magnates have sponsored to raise money to clean up nearby Lake Champlain. A girl recognizes Ben. "Could I, like, make a suggestion?" she asks. "It'd be really great if you could make a marshmallow for us vegetarians."

You have just entered the socially conscious zone, where certain ice-cream lovers expect Ben & Jerry's Homemade not only to clean up the lake but to rid marshmallows of...

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