Ben & Jerry’s is calling on world leaders to implement 100% clean energy by 2050 through a petition, an online film, an event tour and the rollout of a new flavour in the lead up to the UN Climate Change Conference in Paris later this year. However, European director Jochanan Senf told Marketing Week the brand is driving messages ‘organically’ rather than through push marketing, which he believes is the best way to engage with modern consumers.