Business Acumen: Brewdog becomes carbon negative
Lecturer and Business Acumen Subject Controller, Calum A. Macdonald CA, explores sustainability within businesses.
In an ever-changing world of improvements in technology, carbon emissions have escalated each year and have continued to have a critical impact on climate change. We need to be sustainable. This is can be measured via the concept of the Triple Bottom Line framework which consists of:
Sustainability should be placed at the heart of any commercial business model. In the past, the bottom line of profit has really been every company’s first priority, however, with ever-changing needs, people (social responsibility and the impact of the business of individuals and communities) and planet have became a much bigger priority.
Some companies have committed to being carbon neutral or “net zero” which means they will not release any CO2 into the environment as a result of their business operations (and even their employees' personal lives, in some cases).
Brewdog goes one step further
Brewdog has gone one step further and declared itself to be carbon negative. It claims to take twice as much carbon out of the air as they emit. As well as this, Brewdog has acquired 2,050 acres of wild land just north of Loch Lomond, Scotland and plans to plant one million trees in order to help save the planet.
Other companies have followed suit, such as Microsoft which pledges to be carbon negative by 2030.
Turning a negative into a positive
Branding is so important for businesses, and being carbon negative provides a competitive advantage by helping to set Brewdog ahead of its competitors. Brewdog's branding now evokes an environmental consumer reaction that allows consumers who are sitting at home or in a bar sipping a Brewdog product to think that they are giving back and doing good for our planet — turning carbon negative into a commercial positive.