Sustainability is an evolving and often misused word in business. As the landscape changes in terms of how resources are evaluated, so does the context of sustainability. In the most general terms, Ben & Jerry's looks at sustainability from the perspective of the social and environmental resources. Improper use of the term has been called "green washing," because many companies with less than enlightened environmental practices have taken advantage of the lack of clarity around the meaning of sustainability and created their own self-serving meanings. Meanwhile, they continue to wreak havoc on the environment and ignore core issues relative to social and economic justice. So how does Ben & Jerry's look at it? In this article, the CEO of Ben & Jerry's, a leading corporate practitioner of sustainability, describes how his company pursues sustainability, what it brings to an organization, and the critical role played by measurement.