Giles Gibbons and his Friday 5
SBTi, Lobbying, Testing, Ads & Coffee
Giles Gibbons
Good Business - Sustainability | Strategy | Impact
March 28, 2025
1. Action stations
Several years ago, the corporate net zero landscape was routinely likened to the ‘Wild West’ for its lack of accountability, clarity and consistency.
The release of the Science Based Targets initiative’s (SBTI) Corporate Net-Zero Standard in October 2021 did much to clear that up with a credible standard for what corporate net zero alignment means. Plenty has changed since then including for corporate net zero – many companies are approaching the end of their target periods, and the focus is (or at least should be) shifting from ambition to progress. And of course, climate-related crises are only intensifying.
The SBTi has now published a draft of its second version of the standard, aiming to reflect these developments by creating a “new validation model that provides and end-to-end framework for incentivising and recognising credible climate action”. This includes a greater focus on implementation, requiring climate transition plans within a year of validated targets, progress against targets to be validated by the SBTi and moving from standalone target setting to a cycle.
It also increases robustness (such as requiring assurance of GHG inventory data and interim targets) while reflecting nuance (such as through more flexible types of target and thresholds for emissions coverage). And it aims to ultimately build clarity too, with scope 2 and the treatment of residual emissions being key focus areas.
This draft guidance represents an important next step for continuing to build the robustness of and accountability for net zero. It’s certainly become more complex and onerous, but driving transformation is not easy. We’re looking forward to fully digesting the details and implications in the coming weeks as we prepare our consultation response. If you have any questions, feel free to reach out to the team. 1. Keeping it cool
2. Lobbying in the limelight
It’s been an exciting month for corporate sustainability reporting nerds (hello). Despite lingering uncertainty around the EU’s proposed Omnibus updates to reporting and due diligence, companies are cracking on with publishing their first CSRD reports — and there are some interesting insights already emerging.
One that’s caught our attention is how Unilever and Volkswagen have both declared their lobbying impacts as positive in their double materiality assessments. Under the CSRD, companies must identify their impacts on people and planet and label them accordingly — positive, negative or neutral.
Whether or not you agree with that assessment, the fact that it’s been spotted and widely debated is evidence that CSRD is doing its job: increasing transparency and creating space for public scrutiny. That scrutiny will only intensify, so companies need to ensure their disclosures are robust and defensible.
In Unilever’s case, the claim seems justifiable. InfluenceMap gives it a high score for climate-aligned lobbying, and it’s made headlines for distancing itself from trade associations that don’t share its values. When your actions match your words, you're in a stronger position to make bold claims.
And scrutiny of lobbying activity is going nowhere. The revised B Corp standards now include a “Government affairs & collective action” topic, asking businesses to show how they’re influencing the system for good. It’s a clear sign that what you do outside the business — who you support, how you show up in public discourse — is as important as what you do inside.
As reporting frameworks tighten and stakeholder expectations grow, “positive lobbying” isn’t just a label — it’s a claim you’ll need to prove. For the companies that can back it up, this new era of transparency might just be a win.
3. Keeping it cool
STIs aren’t typically a topic of conversation at parties. So how did they become one at Africa’s biggest party? By making testing cool.
In 2016, the United Nations Population Fund launched the Wise Up Campaign in response to the high prevalence of HIV in Nigeria’s Cross River State. The challenge was clear: how to engage young people despite the stigma around testing?
The solution? Meet youth where they are. And in Cross River State, the place to be is the Calabar Festival and Carnival, a month-long celebration known as ‘Africa’s biggest party.’ This vibrant event offers a unique opportunity to connect with young people in a relaxed, festive setting.
Picture this: trained volunteers dancing along the 12-kilometer parade route, waving colourful banners with health messages, handing out condoms, and directing spectators to the lively Wise Up booth. The booth isn't just about testing; it’s a hub of activity with live music, games, and dancing, making the experience feel natural and stigma-free. Volunteers also harness the power of social media, sharing photos and videos from the booth to engage their networks.
It’s inspiring to see how health campaigns are innovating to create real change. This is something we focus on for SKY Girls, our behaviour change campaign for the Gates Foundation. SKY Girls uses a similar strategy, reaching adolescent girls where they are, with content they love. Our core principle is to start with the person, not the issue.
The impact is undeniable. Between 2014 and 2022, Cross River State’s HIV prevalence rate dropped from 6.6% to 1.7%. For SKY Girls, there was a 33% improvement in attitudes towards HIV-positive people in Kenya because of the campaign. Wise Up and SKY Girls demonstrate that health messaging resonates with young people when it’s cool, fun, and relatable.
4. Carbon ad-print
Google has recently introduced a new carbon footprint tool for advertisers that offers detailed emissions data from its ad platforms. This tool provides brands with valuable insights into the environmental impact of their advertising campaigns, marking an essential first step in driving change by helping companies understand the consequences of their communications.
The digital advertising ecosystem relies on energy-intensive infrastructure, from data centres to real-time bidding systems. While Google is on track to operate on 24/7 carbon-free energy by 2030, much of the industry still depends on fossil-fuel-powered grids, posing a challenge for emissions reduction. However, the growing focus on sustainability within the sector presents promising signs for progress.
How advertisers respond to this data will be crucial. The industry has ambitious sustainability targets and is actively engaging with the challenge. Armed with this new information, brands are now better equipped to make more sustainable choices. With the continued efforts to decarbonise the infrastructure, Google’s tool is definitely a positive step forward, and there’s great potential for meaningful impact.
There are also interesting initiatives challenging the status quo like Purpose Disruptors, advocating for sustainable advertising practices, and AdGreen, which provides guidance on reducing carbon emissions in ad production. Alongside Google’s tool, these initiatives offer hope of a movement to a more sustainable advertising sector.
5. B-Coffee
A new coffee machine in the Good Business office has focused our attention on what a good cup of coffee looks like, in all senses of the word. B-Corp certified coffee shops are changing the way we enjoy our daily brew. From tackling social issues to championing sustainability, here’s a look at some leaders in the UK and elsewhere who are making a positive impact one bean at a time.
Redemption Roasters uses coffee to drive social change. A B-Corp and social enterprise, they reduce reoffending by training prison leavers with the skills they need to gain secure and meaningful employment. With a 0% reoffending rate among trainees, they’re showing how business can address systemic issues while serving excellent coffee.
With locations across London, Grind | Certified B Corp is another UK-based B-Corp sourcing ethical, regeneratively farmed coffee beans and reducing waste. If you can’t make it into a shop, why not order their compostable Nespresso pods – the first in the UK to be certified home-compostable – to enjoy your morning coffee guilt-free. Their Better Coffee Foundation, established in 2023, is committed to undoing the damage caused by the global coffee industry.
Origin Coffee, one of the longest-standing specialty coffee roasters in the UK (and winner of Europe’s Best Specialty Coffee Roaster 2023), has been sourcing exceptional coffee sustainably since 2004. Their approach is grounded in a triple-bottom-line philosophy, balancing people, planet, and profit.
For our readers in Amsterdam try Wakuli Koffie, a coffee subscription service that ensures that small-scale farmers are paid fairly, supporting independent, profitable and future-proof coffee farmers.
So, the next time you are looking for a great cup of coffee, consider finding a B-Corp coffee brand making a difference with every brew.
