Ben & Jerry’s chases brand purpose in Singapore

Ben & Jerry's used a brand partnership with a local activist group in Singapore to localize its global brand purpose to fight climate change.

Here's a little-known fact: China may be responsible for leading global carbon emissions by contributing to almost 30 per cent of it, but Singapore – a tiny island state - has a much higher per capita carbon emission. In fact, Singapore's carbon emissions per capita are way ahead, despite China's rapid industrialization.

The major cause of this? Air-conditioning. Singapore's tropical climate, with temperatures of 32 deg C year-round, sees locals blasting air-con every day of the year.

"Most people in Singapore are cold when they are inside (buildings). It's a fact," said Kalli Swaik, senior marketing and social mission manager...

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