Aviva, Carbon, Mummies, Brewdog & Underwear
Giles GibbonsFounder and CEO, Good Business
1. Climate-Ready?
We’re excited to be able to share the recently-launched Aviva Climate-Ready Index, which we have been developing with Aviva over the last few months, and which hit the headlines this week. The Index is a framework to measure how some of the world’s most influential countries (specifically the G7 nations and Ireland) are progressing on climate mitigation, resilience and adaptation – both in their own countries and in terms of their global contribution.
Our definition of being more ‘climate-ready’ is focused on reducing carbon emissions to limit further damage to the climate, and adapting how we live and work to protect ourselves from the negative effects of climate change. This readiness applies both at a local level and as part of the global community. The Climate-Ready Index assesses eleven key measures of ‘climate-readiness’ which include reducing emissions, supporting biodiversity, building climate-resilient infrastructure, and helping communities and small businesses prepare for the impact of climate change.
The countries are ranked on their performance to encourage a long-term race to the top (the UK comes third this year, behind Germany and France). But the real purpose of the Index is to bring together important climate change topics that are usually talked about in unhelpful siloes, and present them in a way that generates discussion, debate and ultimately action.
The reality is that no country can ever be completely ‘climate-ready’ – climate change is worsening, our understanding of its complexities is increasing, and the need for global collaboration on these issues is increasingly evident. We share Aviva’s hope that this Index can play a role in encouraging us all to take the urgent action that is needed to create a better future.
2. Loud & Proud
Although #cop27 has focused largely on country-level responses to the climate crisis (or lack of), there have also been some notable moves in the business world. We’ve recently written about both greenwashing and greenhushing, and this week, the UN and SBTi have taken a stance on what credible looks like when it comes to corporate communications and action on carbon.
SBTi announced a new policy where companies that commit to develop valid targets, but fail on that commitment, will now be listed as “removed” (instead of literally being removed) on the SBTi “Companies taking action” database. Signing a commitment letter to the SBTi is the first step to setting targets, and is often celebrated in annual and sustainability reports as progress. It’s also an important signal to investors that the company is taking action on climate. However, this naming and shaming approach aims to nudge laggards over the line to actually deliver on their commitment once made.
A UN report released this week outlines ten recommendations around what companies should be doing and communicating to demonstrate continual alignment to net zero. Many align with those already set out by the SBTi, but the UN calls for public and detailed net zero transition plans, zero investment in fossil fuels and working constructively with governments and multi-lateral institutions to support the transition in developing countries. The report provides a framework for companies who do genuinely seek to build integrity and trust in their climate plans.
And while it came as no surprise to us, new analysis from EY adds to the evidence that taking credible action is better for businesses, and not just for the planet. Climate leadership leads to improved consumer and employee perceptions, and improved finances.
Wherever you are in your journey, you know where we are.
3. March of the Mummies
This article’s title sounds like a Halloween film. But what’s even scarier? The fact that mothers are being forced out of the workplace and into poverty by business and government policies.
The UK has the second most expensive childcare system in the developed world, with 62% of parents paying the same or more for childcare as their rent or mortgage. Our paternity leave offering is the least generous in Europe, whilst statutory maternity pay accounts for less than half of the national minimum wage. And parents seeking to balance work with childcare commitments still have limited options, with only 10% of jobs being advertised as part time.
This has a cost for parents, but for businesses too. Expensive childcare means talented employees are forced to give up their jobs because it’s cheaper to stay at home. Recruiters who do not offer flexible hours limit their talent pool and may overlook the best candidates – even when a job could easily work part-time.
Mums have had enough. On 29th October, over 15,000 mothers and families took to the streets. Their demands, developed by campaign group Pregnant then Screwed, include making all jobs flexible by default, and offering ring-fenced and properly paid maternity and paternity leave.
There’s no reason for businesses to wait to adopt these measures until they’re passed into law. Those who move first will get the biggest reputational, recruitment and retention benefits. Increasing shared parental pay in line with maternity pay, making jobs flexible by default and supporting campaigns to increase governmental childcare funding are simple actions that could make a massive difference – for parents, families and your bottom line.
4. Own goal
Brewdog has launched a new ad campaign with Saatchi & Saatchi, describing themselves as an “anti-sponsor” of the upcoming World Cup in Qatar. But have they scored an own goal?
The strongly-worded campaign—including slogans like “eat, sleep, bribe, football”—comes just 10 months after a BBC documentary highlighted Brewdog’s mistreatment of staff. Six months earlier, an open letter from former employees described a “culture of fear” and “toxic attitudes”.
Despite Brewdog’s emphatic attack on FIFA’s decision to award Qatar the World Cup, the beer brand will be showing the tournament in their bars. They have promised to donate all profits from Lost Lager sold during the tournament to human rights charities (beneficiaries are TBC). However, Brewdog will also continue to profit from all their other sales, which are likely to be boosted by showing the football. Furthermore, they have signed a deal with the state-owned Qatar Distribution Company—the only distributor of alcohol in the country—to distribute their products in Qatar. In this context, Brewdog’s statement “100% live football. 0% Qatari corruption” rings hollow.
Brewdog’s actions demonstrate the dangers of inauthentic brand activism. It’s really important for brands to take a stand on issues, but only if the position aligns with their history, purpose and behaviour.
The Goods: The pants Y.O.U want
We don’t talk about underwear very often but at Good Business we have decided it is time to look (decently) at what’s under our winter layers.
Do you know the most sustainable and ethical brand of underwear in the UK, according to B-Corp? Well, it’s @Y.O.U. Underwear, as this is the company that received the highest score on the B-Corp assessment. The three-member team got an overall score of 160.5, while the medium score is currently 50.9.
Y.O.U. Underwear sells fair trade, vegan, 100% organic cotton underwear for men and women. Not only that, but it improves access to education for women and girls by donating underwear. This is done by a “buy-one-give-two” promise in partnership with Smalls for All, a Scottish charity that collects and distributes underwear to vulnerable women and children.
One of the challenges of adopting a sustainable way of life is understanding how a company manages all aspects of its processes and practices – including those that aren’t visible at the point of purchase. This is where the B Corp certification comes in, providing a short cut through the complexity.
And if you are interested in seeing whether your company or brand could beat Y.O.U, feel free to contact Marie at marie@good.business. She will help you understand what you need to do to make sure the next UK’s highest B Corp score is held by YOU!
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