Our ambition is bold: to be a regenerative business by 2050. We want to go beyond causing zero harm to people and the planet – we want to have a net positive effect, with restorative and regenerative impacts.

This is a world away from the conventional approach of doing a little less harm each year, without the context of longer term, planet-aligned objectives and involves a real step change – transforming our impact rather than making incremental improvements.

It means transforming and measuring our success in terms of our impact on people and the planet. It means we’re on a path to actively stop – and, in time, reverse – any social and environmental harm associated with our business and supply chains. And it means increasingly ensuring that we and others adopt regenerative practices. 

We based our approach on the knowledge that sound business, a healthy society and a thriving planet are interdependent, and that the legacy of colonisation continues to drive current social, economic and environmental injustices. In doing so, our strategy is aligned to the principles of Planetary Boundaries and Doughnut Economics.

To achieve this, we’ve restructured our approach to impact - as well as our strategy itself - into nine key impact areas:

1. Climate – Reducing emissions and going beyond net zero.
2. Water – Protecting and replenishing water sources.
3. Local Environment – Enhancing biodiversity and natural ecosystems.
4. Products – Creating fully circular, sustainable designs.
5. Waste & Pollution – Eliminating waste from our sites and operations.
6. People – Creating inclusive workplaces where all employees thrive.
7. Supply Chains – Building transparent, ethical, and fair supply networks.
8. Brand Voice – Using our platform to inspire positive change.
9. Finance – Aligning investments and taxes with our regenerative goals.

We’re embedding this strategy across everything we do—how we make our products, work with partners, and engage our teams and community. Our status as a certified B Corp will also help us to keep us on track, supporting appropriate internal controls and governance in place.

The climate crisis is urgent, and businesses like ours have a responsibility to act fast.

In 2023, we measured our full greenhouse gas (GHG) footprint with more precision than ever before. Our emissions baseline helps us set clear science-based reduction targets.

We also began to conduct life cycle analyses (LCAs) of key products to understand their whole-life GHG emissions and wider environmental impacts. 

We’ve also committed to removing 818 tonnes of CO2e through a portfolio of projects, including biochar, direct air capture, afforestation, and enhanced rock weathering—all designed to store carbon for 500+ years.

Now we are working to finalise and start implementing our net zero plans and submit Science-Based Targets to reduce our scope 1, 2 and 3 GHG emissions for validation by the Science Based Targets initiative (SBTi).