SUSTAINABILITY
REPORT 2024
MISCHIEVOUS WOLF
PHIL MARSHALL - HEAD OF MISCHIEF
AUGUST 2024
INTRODUCTION
As the Head of Mischief at Mischievous Wolf, I am proud to present our 2024 Sustainability Report. Mischievous Wolf is not just a brand and communication agency; we are a company that deeply values our role in creating a sustainable future. We understand that the power of effective communication comes with the responsibility to lead by example in environmental stewardship and social responsibility.
ENVIRONMENTAL COMMITMENT:
OUR ECOLOGI PARTNERSHIP
In our ongoing commitment to sustainability, Mischievous Wolf has partnered with Ecologi, a platform that empowers businesses to act against climate change. Through this collaboration, we contribute to 12 impactful environmental projects worldwide, reinforcing our dedication to reducing our carbon footprint and supporting global reforestation.
As of August 2024, our partnership with Ecologi has yielded the following results:
TREES PLANTED:
We have planted over 3,356 trees, playing a critical role in global reforestation efforts across Ethiopia, Madagascar, Kenya as well as other locations. These trees are essential for absorbing carbon dioxide, supporting biodiversity, and restoring vital ecosystems.
CO₂ REDUCTION:
For 2024 to date (July ’24), we have offset more than 56.47 tonnes of CO₂. This reduction is significant and reflects our commitment to mitigating our environmental impact through responsible business practices.
SUPPORTED PROJECTS:
Our contributions have supported projects such as Protection of the Matavén forest in eastern Colombia, repairing water supply systems in Eritrea and Restoring and conserving Indonesian peatland to name a few. These projects are crucial in the fight against climate change and demonstrate our commitment to global sustainability.
WE ARE PROUD TO SHARE OUR PROGRESS ON THESE INITIATIVES THROUGH OUR ECOLOGI PROFILE, ENSURING TRANSPARENCY AND ACCOUNTABILITY IN OUR ENVIRONMENTAL EFFORTS.
ACHIEVING NET ZERO
At Mischievous Wolf, we are proud to announce that we have achieved net zero carbon emissions, a significant milestone in our commitment to sustainability. Over the past year, our operations have generated approximately 47 tonnes of CO₂. Recognising the impact of our carbon footprint, we have taken proactive steps to not only offset these emissions but to go above and beyond by committing to offset double that amount within the next 12 months.
By the end of this period, we will have offset a total of 94 tonnes of CO₂, effectively making us a net positive contributor to global carbon reduction efforts. This initiative reflects our dedication to exceeding standard sustainability practices and demonstrates our leadership in environmental responsibility.
Our approach to achieving this involves continued investment in high-impact carbon offset projects through our partnership with Ecologi. These projects include reforestation, renewable energy development, and other vital initiatives that not only counteract our emissions but also contribute to a healthier planet for future generations.
Energy consumption reduction
We are committed to reducing our energy consumption and minimising our environmental impact. All of the energy used in our office comes from 100% renewable sources, ensuring that our operations are powered by green energy. We have implemented energy-efficient LED lighting, equipped with motion sensors to automatically switch off lights in unoccupied areas. Our zone heating system allows us to minimize energy use by reducing heating in spaces that are not in use.
Although our building is well-insulated, we are further improving efficiency by installing secondary glazing on all windows. We prioritize the use of natural light wherever possible, reducing reliance on artificial lighting. All electrical equipment is either turned off when not in use or placed in power-saving mode.
Our servers are highly energy-efficient, using green technology to maximize performance with minimal energy consumption. We also foster a culture of energy awareness by training employees to be mindful of their energy use, and we encourage hybrid working arrangements to further reduce the office’s energy demands.
At Mischievous Wolf, energy efficiency is integral to our sustainability efforts and long-term vision.
Electrify operations
We source our electricity from British Gas, which provides zero-carbon electricity backed by Guarantees of Origin and nuclear declarations. This supports the UK's climate commitment and aligns with the national goal of achieving Net Zero by 2050.
Sustainable travel
We prioritise virtual meetings to reduce air pollution and promote sustainable travel. For transportation, we utilise public transport, we have an electric vehicle for necessary travel, and have an electric scooter for short city trips. Additionally, we encourage cycling to work by providing a dedicated bicycle storage area.
Sustainable supply chain
We actively collaborate with suppliers who maintain low-carbon operations, ensuring that our partnerships align with our sustainability goals. Additionally, we prioritise purchasing from companies that are committed to environmental responsibility, selecting those with strong sustainability practices to further reduce our overall carbon footprint.
Waste reduction
We recycle our waste on a weekly basis, with the entire company actively participating in sorting materials to minimize any non-recyclable items. This collective effort helps us reduce waste and promote more sustainable practices.
Offset unavoidable emissions
See Ecologi above.
Promote sustainable practices internally
We engage employees in our sustainability goals through ongoing education and involvement, fostering a strong culture of environmental responsibility throughout the organisation.
Track and report progress
This report marks our very first annual assessment, showcasing our progress and efforts in sustainability. It will serve as a baseline for tracking future improvements and demonstrate our dedication to reducing our environmental footprint.
SUSTAINABLE PRACTICES AT MISCHIEVOUS WOLF
Our commitment to sustainability extends beyond environmental impact and into every aspect of our operations as a brand and communication agency.
SUSTAINABILITY-CENTRED CAMPAIGNS:
Sustainability at the Core:
At Mischievous Wolf, sustainability is not an afterthought - it's a guiding principle in the creation of every campaign. We design and execute campaigns with sustainability at the forefront, ensuring that both the messaging and the methods used align with our commitment to the environment. We actively seek out clients who share our dedication to sustainability, collaborating with them to authentically communicate their environmental and social responsibility initiatives.Innovative and Responsible Execution:
Our creative processes are intentionally designed to minimize environmental impact. By prioritising digital-first strategies, we significantly reduce the reliance on physical materials, thereby cutting down on waste. When print is necessary, we choose recycled and eco-friendly materials, ensuring that every aspect of our campaigns reflects our sustainability values. This approach not only enhances the impact of our clients’ messages but also supports our broader mission to foster a more sustainable future.
GREEN OFFICE PRACTICES:
Our offices operate with a focus on reducing energy consumption, waste, and water usage. We have implemented recycling programs and use green energy as well as energy-efficient appliances to minimise our environmental footprint.
We encourage remote working and virtual meetings, which not only reduce our carbon footprint but also contribute to a healthier work-life balance for our team.
COMMUNITY AND CLIENT ENGAGEMENT:
We believe in creating positive impacts through our work, whether by supporting community initiatives or helping our clients build brands that resonate with socially conscious consumers.
Our team is regularly engaged in pro bono projects that benefit non-profits and community organizations, particularly those focused on sustainability, education, and health.
EMPLOYEE WELL-BEING AND PROFESSIONAL DEVELOPMENT:
We prioritise the well-being of our employees by fostering a healthy, inclusive, and supportive work environment. We provide opportunities for professional growth, including training on sustainability practices and responsible communication.
Our team is encouraged to participate in volunteer activities and sustainability initiatives, both within and outside the workplace.
ALCOHOL CONSUMPTION:
Compliance with Regulations: We strictly follow all relevant local, state, and national regulations, including those related to alcohol. As an office-based business, we do not and will not engage in the sale or distribution of alcohol.
Promoting Responsible Consumption: At Mischievous Wolf, we advocate for responsible behavior, including alcohol consumption, in both our workplace culture and our external communications.
Employee Awareness: Our employees receive guidance on responsible practices related to alcohol, including understanding the importance of moderation and ensuring compliance with legal requirements.
Risk Management: We proactively address potential risks related to alcohol consumption by fostering a culture of responsibility and awareness within our office environment.
COMPLIANCE
AND BEST PRACTICES
At Mischievous Wolf, we are dedicated to complying with all relevant regulations and industry standards. We go beyond compliance by actively participating in voluntary efforts that promote best practices in sustainability and responsible communication.
Key principles guiding our operations include:
TRANSPARENCY:
We are committed to transparency in all our business practices, from our environmental impact to our client relationships. These builds trust and reinforces our reputation as a responsible agency.
ACCOUNTABILITY:
We regularly monitor our sustainability goals, ensuring that we are accountable for our commitments to reducing our environmental footprint and promoting responsible practices.
INNOVATION:
We continuously seek innovative ways to integrate sustainability into our services, helping clients achieve their goals while minimising environmental impact.
EXCLUSION POLICY (INDUSTRIES WE DO NOT SUPPORT DUE TO ENVIRONMENTAL AND HEALTH RISKS):
We do not support working with sectors that contribute to environmental degradation or pose significant health risks, such as the oil and gas industry, coal mining, alcohol production, tobacco industry, chemical manufacturing, general mining, nuclear energy, fast fashion, industrial agriculture, industrial fishing and palm oil production.
LOOKING AHEAD
As we look to the future, Mischievous Wolf remains steadfast in our commitment to sustainability. Our goals for the coming year include:
Expanding our tree planting efforts through Ecologi, with a target of planting an additional 6,000 trees by the end of 2025.
Increasing our carbon offset initiatives to cover all aspects of our operations, including client projects.
Cut our waste in half by 2025 to create a cleaner, safer space for our communities.
Sustainability is an ongoing journey, and we are dedicated to making a meaningful impact every step of the way. I am confident that, with the support of our team, clients, and partners, Mischievous Wolf will continue to lead the way in sustainable branding and communication.
Thank you for your continued support and commitment to a more sustainable future.