BrewDog - B-Corp, Bye-Bye 👋
No doubt many of you have seen that BrewDog had recently lost it's B-Corp Status and I have to say I am really happy to see this happen.
I have made my views heard on here before about how BrewDog are not truly connecting with their customers and in particular their recent Anti World Cup campaign just did not stack up; a pint glass full to the brim of double standards and moral washing, yet empty of standards.
Let me make this clear, I am writing this not to throw more tinder on the BrewDog bonfire, that will burn pretty well on its own, but for 2 other reasons that I feel are important to highlight.
Upholding of standards
After years of witnessing our institutions and leaders take the p**s, B-Lab, the company that accesses companies seeking B Corp status has chosen to remove the certification. They will not say exactly why, but regardless I believe this is the right choice and goes a way to keep the high standards of the certification. There are rules, and for a reason. Without these standards we lose trust and sadly hit hits people and planet.
Brand Purpose
There are some brands that have a reason for operating beyond the P&L. Yes, companies need to make money to pay staff, operate and succeed, but there are ways of going about it that should benefit people and the planet. It's all well and good having a north star to guide a brand, but the path you follow should connect to your values.. there are no short cuts along the way. Be unique, do it authentically and stick to your purpose.
As a founder of a business, I am fully aware of how confusing, hard and long the journey can be to move towards an operation that is a benefit to people and the planet. It is on our minds, always.
In a world that can feel like we are heading into the abyss, all is not lost. One way we are trying to help people and planet is by making sure that we work with D2C brands and extract the benefits that are having a positive impact and bring these to the forefront.
We are currently completing a re-brand and Shopify web-dev project for Hoxton Macs and one reason (among many) why we love working with them is because Hoxton Macs sell pre-owned Apple devices that have passed the Hoxton Approved QA process. With every Mac purchased from Hoxton Macs, 252KG of carbon emissions is saved compared to when you buy new!
(and yes, this is substantiated - give me a shout if you need that data)
It is these purposeful, honest brands that are building momentum, connecting to customers who are very much aligned with their values and mission and ours. D2C for people and planet.
