The idea behind corporate social responsibility, or CSR, is that consumers reward good corporate citizens - that connecting with someone's values is the best way to create a loyal customer.
Ben & Jerry's has long been on the leading edge of the CSR movement. Now a Ben & Jerry's alum wants to spread that message to Rochester and beyond.
"To me it's 'values-led business'," says Liz Brenna, the 26-year-old founder of CSR consulting firm Socially Good Business.
"It's creating a relationship with your consumers based on their values," the Rochester native adds. "I mean, what stronger way to connect with consumers than on such a core level?"