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Page 1: Beating disruption with stronger, more responsible supply ... · In this report, we identify the critical sources of disruption, the impact they are having on businesses, and the

New Shocks, Better Solutions:Beating disruption with stronger, more responsible supply chains

Page 2: Beating disruption with stronger, more responsible supply ... · In this report, we identify the critical sources of disruption, the impact they are having on businesses, and the

36% increase in global supply chain risk events in 20181

2 | New Shocks, Better Solutions

2/3Generation Z research product origins before

deciding to buy2

Stronger supply chain stories increasingly engage consumers:

Disruptions grow:

Page 3: Beating disruption with stronger, more responsible supply ... · In this report, we identify the critical sources of disruption, the impact they are having on businesses, and the

Executive Summary Business is facing a time of great disruption to supply chains – and great opportunity. The range of shocks is growing – such as resource shortages, rising prices, extreme weather events, new legislation, labour disruption and trade wars. The old response was treating these as isolated questions of efficiency or compliance. Now leading businesses see the opportunity to look at these as a connected set of questions around building more responsible, sustainable supply chains that deliver better business results and fix multiple issues together.

By taking a joined-up approach to risk-mapping and opportunity identification, you can help your business find new solutions to its most pressing challenges. This could be as simple as borrowing best practice or as ambitious as leading new approaches to supply chain management. This raises implications both for supply chain colleagues and for the broader business who will benefit – from marketing to R&D and investor relations.

In this report, we identify the critical sources of disruption, the impact they are having on businesses, and the ways that these disruptions are being better managed and turned into opportunities. We close with the four basic steps you can use to improve supply chain sustainability – and how these are adapting in the face of the change we’re seeing.

Stronger focus on responsible supply chains not only avoids fines and improves reputation but is becoming critical in the next wave of cost reduction, productivity improvement and guaranteeing security of supply in a faster-paced fragile world.

Stakeholders are already demanding this change:

• People demand it – consumers are increasingly asking where their products are coming from, how they have been made and by whom – searches for sustainable fashion increased by 66% in the last year, while an MIT study has demonstrated how supply chain transparency boosts sales.3&4

• Investors demand it – investors recognise the substantial risks of ‘ESG’ issues – a coalition of investment firms with more than $6.5trn in assets under management have called on six of the world’s largest fast food companies to take more ambitious action to tackle the climate and water risks within their supply chains, as a “matter of urgency”.5

• Businesses require and pay more for it – procurement departments are tightening specifications and are beginning to step up and pay a premium to suppliers that they know are using sustainable methods of production and that are treating workers fairly e.g. Princes now pay a premium to tomato suppliers who use environmentally sustainable methods and have strong schemes in place to prevent worker mistreatment.6

Judy KuszewskiChief Executive

Pendragon Stuart Consultant

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WhatResponsible supply chains ultimately are about knowing your supply chain better, so you can manage it better, in particular knowing:

• Where your inputs come from – and any risks associated.

• Who makes them – and how they are treated.

• How they are made – and what waste and pollution is involved.

• How they are used and disposed of – to see what impact they have on broader society.

Why• Reduced Risk – Proactively

manage the growing threats and potential vulnerabilities of your supply chain – including risks of supply chain failure, consumer, NGO and shareholder activism and negative media.

• Greater Productivity – Improve efficiency and yields by working with suppliers to innovate and invest in better solutions that sustainably reduce waste and inputs, ensuring lower costs in the short and long term. Improve labour productivity and employee engagement.

• More Growth – Enhance appeal to consumers who are looking for more sustainable options, attract funds for expansion from investors aware of ESG impact. Strengthen license to operate, and ability to expand into new markets and sectors. Some of these benefits come from just better articulating and communicating the actions already taken within the business.

What are the new disruptions and opportunities? We all know disruption is coming – so:

• Which are already having most impact on the supply chain?

• How can businesses adapt to get ahead as the disruption grows?

• What are the early examples of successful adaptation?

Here we explore six critical shifts – four of which are coming directly from the supply chain itself, and two of which are being imposed as expectations from broader stakeholders that supply chains have to adapt to.

Mapping these 6 shifts is important in helping businesses move from previous reactive and siloed responses to a more strategic whole-business view. So far, many businesses have responded to isolated incidents – from reducing plastics, to sustainable forestry and modern slavery. As the scale of disruption grows, businesses cannot afford a disconnected, ad hoc approach that fixes one problem while making another worse – instead they benefit from more efficient ways to fix several challenges together. For instance with the growth of nationalist and protectionist policies, businesses need to demonstrate they are solving social issues around jobs and inequalities, not just creating technical solutions to environmental challenges where they replace people with machines.

What are Responsible Supply Chains and why does it benefit businesses?

How can different departments act on this? The benefits are broad, so many departments will value engaging with these shifts – and collaborating to create better solutions. For instance:

• Supply Chain/Logistics/Procurement – Further enhance your work, e.g. improved standards and policies to reflect new risks and opportunities.

• Marketing – Spot the powerful stories you can share from the work colleagues are already doing in the supply chain and help identify what changes are most in demand from end consumers.

• R&D – Use these disruptions as a foundation of long-range planning, to build stronger certainty and business case for investments and partnerships.

• Investor/stakeholder relations – Highlight and act on the critical issues that will enhance reputation, valuation and access to capital, while protecting license to operate.

• General managers – Prioritise the critical threats and opportunities for the business to mobilise action within the business, and manage any cross-industry collaboration that represents these interests and improves outcomes.

• Sustainability – Help colleagues understand the impact that solving these problems can have, empowering them to create their own solutions, not just seeing roadblocks.

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Top-down disruptionsHow are consumer, investor and competitor pressures setting new

expectations for what the supply chain must deliver?

Bottom-up disruptionsWhat pressures and opportunities are increasingly seen

and felt directly in the supply chain?

Consumer demand & challenger brand growth

Activism from consumers, NGOs

and investors

New resource pressures

Circular economy

shifts

Tech enabled

transparency

New and hidden labour

challenges

Raw material ManufactureShipping/

Distribution/ Retail

Consumer Disposal/ Reuse

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Current disruption

Supply chains have grown so complex that many people don’t understand what is in their products, how it gets there and what it means for their health and happiness. They are starting to distrust many major global brands and turning to challenger brands that they feel they can understand better. For some this means local brands – global brands have been consistently losing share to local brands around the world for the past 5 years according to Kantar Worldpanel data.7 For others it is brands marketed as being sustainable – in the US, brands marketed as sustainable accounted for over half of all growth in consumer packaged goods 2013-2018, despite only making up 17% of the market.8

Business successes

Challenger brand Tony’s Chocoloney have a mission to end slavery in the chocolate supply chain – a bold and unusual mission for an indulgent treat – but in 2018 they overtook the giant Milka in the Netherlands as the most popular chocolate bar. They also disclosed £39.4m global sales in 2017 – up 53% on the previous year – proof that bold action, combined with a great product, can change the market and build scale.9

Top-down disruptionsHow are consumer, investor and competitor pressures setting new expectations for what the supply chain must deliver?

Consumer demand & challenger brand growth

Future disruption

New challenger brands are able to build modern, transparent supply chains from the start through tools like blockchain, and will increasingly capture the attention of shoppers. Price will still be important, but those brands which want to escape the commoditising race to the bottom will need to build trust and demonstrate transparency if they want to keep charging a premium and win loyalty.

50% of US CPG growth 2013-2018 came from the 17% of

brands marketed as sustainable

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Business successes

Danone has turned the demands of its stakeholders into a new source of success – it has arranged an innovative financing arrangement with BNP Paribas for a €2 billion loan that is eligible for discounts if Danone can demonstrate it is delivering against sustainability metrics.12 As part of this drive, they are also becoming a ‘B Corp’, or Benefit Corporation – a structure that commits Danone to delivering value to society, not just to shareholders – getting ahead of the government, NGO and consumer demands.

Current disruption

Activism from consumers, NGOs and investors is increasingly drawing attention to risks around commodities like palm oil, along with employment risks around questions like modern slavery. What’s new is the speed of change, especially as states are responding with tougher regulatory requirements like the EU’s Shareholder Rights Directive. Investors are rapidly adopting the importance of ‘ESG’ factors, shifting the focus from a moral imperative to a financial requirement. Indeed, socially responsible investments grew by 34% to £30.7 trillion over the past two years – representing over a quarter of funds under professional management.10 Getting ahead of these issues now drives reputation and guards against the dramatic backlashes we have seen against topics like plastics. Engaging with these requires a much clearer understanding of the supply chain, where existing metrics around cost and speed are no longer enough.

Future disruption

Compliance-led approaches to supply chains will be important, but not enough – in a complex market with rising expectations, companies will need to get better at communicating and showing what they are doing in their supply chains. For many, this means choosing areas that have the biggest impact on the business, and clearly showing what they are doing here. Those that treat supply chain sustainability as an incremental compliance exercise will fail to take a stand and therefore find themselves with a shrinking pool of potential customers and investors as more people filter out brands that lack a clear story of positive impact. Meanwhile the next frontier of activism is from employees – activism and threats of walkouts from Amazon employees are credited with accelerating the commitment to go carbon neutral by 2040.11

Case Study

Activism from consumers, NGOs and investors

Ethical trade and supplier management strategy for a global apparel retailer:

The need: At a time of growing public pressure and scrutiny on labour practices, an international clothing retailer needed to understand the complexity of their global supply chain, so Sancroft mapped it and ran a comprehensive risk assessment. From this we helped develop a new supplier code of conduct, audit policies and supplier database. We helped establish the in-house ethical trade team to manage this and supported external communications from website launch to drafting messaging to investors, consumers and campaigners.

The impact: Our client saw a rapid improvement in brand reputation, marked by the Ethical Trading Initiative scoring the retailer in its top 10 corporate members along with public recognition for the retailer’s progress and achievements in ethical trade. Working conditions in over 2,000 factories are now measured, monitored and improved each year.

34%growth in socially

responsible investments over

the past two years, to £30.7 trillion

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Current disruption

We are seeing a range of pressures, from soaring demand for rare earth metals to contaminated water, soil erosion and biodiversity loss – many made worse by the growing impacts of climate change. What is changing is the speed at which these problems grow – as long-expected climate impacts are now happening sooner than expected. There is also growing focus on the social and human rights impacts of these resources – from the conditions of rare earth metal mines to the rising demand for a ‘just transition’ for climate change.13 & 14

Business successes

Globally, 75% of our diet comes from just 12 crops and five animal species. This narrow focus is reducing biodiversity - making our food system less resilient, creating huge carbon and water demands and limiting the nutritional diversity of our diets. Diversifying can improve health outcomes, improve food security and reduce footprints. To address this, WWF and Unilever brand Knorr have partnered to promote a more sustainable global food system and bring light to alternative foods we should be eating.17

75% of our diet comes from just 12 crops

and 5 animal species

Bottom-up disruptionsWhat pressures and opportunities are increasingly seen and felt directly in the supply chain?

New resource pressures

Future disruption

Businesses are increasingly expected to help workers adapt to the changing landscape, not just switch suppliers to more resilient geographies or commodities, as all are coming under pressure. This will increasingly force businesses to re-evaluate business models to ensure resilience, not just efficiency – diversifying the materials used and products offered. Meat alternatives have seen particular focus – as they need less land to produce, their profit comes more from processing and intellectual property than pure extraction and are more resilient to climate-based tariffs – the market is predicted to reach $140 billion in the next decade.15 It can also mean rethinking how to apply ‘just in time’ manufacturing models to create enough resilience when difficult to predict extreme weather events are set to increase, creating new supply chain shocks.16

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Business successes

An increasing number of businesses are moving away from the use of virgin materials to avoid resource pressures, investing in technologies that will support the recycling and re-manufacturing of materials in a sustainable way. Apparel giant H&M has invested in multiple textile re-processing technologies in order to secure a future supply of materials, whilst Inditex has committed to using 100% recycled, organic or sustainable sourced cotton, linen and polyester by 2025.20 In addition, Body Shop has formed an alliance with Plastics For Change to source high quality recycled plastic from responsible sources the brand can trust, directly supporting the workers collecting plastic.21

$630bn annual savings in EU

from just durable goods like phones

Current disruption

Circular economy shifts are critical for driving a lower impact and more cost effective solution to the old ‘take-make-waste’ model of consumption. The opportunity is huge - with annual material savings of $630 billion in just the EU and only for complex durable goods like phones and washing machines.18 But in the process they reorganise the supply chain and raise new questions about how reprocessing and sourcing work, opening a new set of risks and opportunities. For example, how does an increase in recycling rates affect the jobs in waste sorting – often dangerous, dirty, informal and underpaid work where there is a higher risk of labour exploitation and modern slavery.19

Future disruption

To solve resource pressures, reduce waste and pollution, and respond to growing consumer pressure, more and more companies will shift business models to become more circular – using fewer virgin resources while reusing materials already in circulation. This will raise new opportunities for collaboration between companies, as by-products like agricultural waste can be turned into both fertiliser and biogas. It will also raise new questions around workers in the supply chain – taking the example of the apparel sector, this could mean closing traditional factories and opening new re-manufacturing centres in geographies closer to where end of life clothing is collected.

Case Study

Circular economy shifts Collaborating to solve industry-wide supply chain challenge

The need: Plastics have a challenge to become circular as small microplastic particles are leaking out of the system and polluting oceans - drawing more regulation and consumer concern. This is a major challenge for textiles containing plastic, as they shed microfibres with every wash. Sancroft has convened a group from clothing retailers to laundry care and water treatment to identify solutions to this problem by working together.

The impact: Uses the scale of cross-industry collaboration to uncover new solutions no one actor could find on their own to future-proof textile supply, garment care and water quality. Demonstrates the action taken for increasingly demanding stakeholders.

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Current disruption

Customers, regulators and NGOs can see and understand shortcomings in human rights management and environmental impact better than ever before – and force companies to take action. At the same time, it gives businesses unprecedented control and understanding of their supply chain and how to manage it better. For instance better monitoring is helping tackle food waste – 40% of food in the US is wasted between farm and table, but by installing sensors to monitor temperature and conditions at the pallet level, businesses can immediately detect and remedy issues before food is spoiled, reducing waste by up to 50%.22

Business successes

There are a number of mapping software tools already in use by brands including Inditex, M&S, H&M and Kering that can be used to see endangered forest regions and avoid sourcing from them.23 Unilever and Sainsbury’s are currently investigating how blockchain can financially reward sustainable tea farming practices. Collaborating with global banking firms, the technology will be used to financially reward and incentivise farmers by using preferential terms.24

Supply chain management programme for a European retailer

The need: A leading European retailer was struggling to understand the risks in its complex supply chain, so Sancroft helped map these and implement a responsible sourcing programme. This included a data management and monitoring system, policy framework and supplier code of conduct, along with improvement plans for higher risk suppliers.

The impact: The retailer has a robust responsible sourcing programme and is able to confidently identify, mitigate and manage supply chain risks. As a result, they have improved supply chain resilience, and enhanced trust and communication with suppliers.

Case Study

Tech-enabled transparency

Future disruption

As innovative technologies become more mainstream in their use in supply chains, transparency will increasingly be seen as standard. Businesses will need to prepare their supply chains so that they stand up to external pressures and review. Leaders should embrace opportunities to integrate technologies such as Blockchain to better support farmer livelihoods and ensure responsible production practices. Supplier mapping will also become increasingly common with technological developments, making it easier for companies to track suppliers and ensure sustainable supply chain practices.

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40%of food in the US

is wasted between farm and table

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Case Study

Industry-leading management of modern slavery

The need: Large companies that operate in the UK are required to publish what actions they take against modern slavery. Sancroft helped a FTSE 100 bank assess their actions against the expectations of the Act, engage external and internal stakeholders and identify opportunities to improve policy, reduce risk and boost reputation.

The impact: External benchmarks now rate them as industry-leading in their approach, helping them build trust at a time when their industry is still under close scrutiny and reducing the risk of being part of the growing number of exposed modern slavery cases.

Business successes

After facing criticism for labour practices in parts of its supply chain, Apple engaged actively, and won the 2018 Stop Slavery Award – where judges praised their supplier responsibility programme as ‘leading in every category’ – including in openly sharing what they find with the public.29 Apple have also announced that they are providing jobs to help survivors of human trafficking rebuild their lives.30 Their industry collaborations and public engagement have both improved outcomes, and protected what has been measured as the world’s most valuable brand.31

Current disruption

There are a sweeping new wave of labour issues that supply chains have to deal with. The continually growing focus on modern slavery and forced labour, seen in legislation and debate from the UK to France and Hong Kong is drawing attention to how serious these issues are.25 There are an estimated 24.9 million people in forced labour globally - meaning many supply chains will carry the trace. This can often be hidden below the surface and apply to affluent markets as well, especially around low wage and migrant labour.26 Meanwhile the shift to online shopping supply chains is becoming a labour challenge in developed markets, as it is associated with job losses and a shift to fulfilment centres that have been criticised for ‘inhumane’ treatment.

Future disruption

With the growth of populist and protectionist politics globally, governments are likely to focus more on the actions of foreign companies as an easy political target – like when Coca Cola and Pepsi were briefly boycotted and banned in part of India in 2017.27 Meanwhile as labour costs continue to rise globally, but markets remain price-sensitive, unscrupulous agents will turn to more hidden ways to mask abusive labour practices – like the factories in China illegally forcing schoolchildren ‘interns’ to work nights and overtime.28 The continued growth of AI and automation will also displace many jobs and reshape supply chains – raising concerns among employees and wider stakeholders. Keeping on top of these shifts will become more challenging, but with focus on inequality, positive actions taken here will be an important way for businesses to improve their reputations.

New and hidden labour challenges

24.9mn people are

estimated to be in forced labour

globally

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1 2 3 4How are businesses managing these effectively?There are four steps to improving supply chain sustainability – and achieving greater benefits from it. These are tried and tested, but with the disruptions we’ve seen, best practice in each step is evolving to meet growing needs, and unlock bigger opportunities:

Assess• Map supply chain risks

& opportunities – today and tomorrow.

• Prioritise material issues & build internal alignment.

• Develop strategy and approach – including goals & business case.

New best practice:

Future-proofing Given disruption like growing resource pressures, businesses are future-proofing supply chains more. They don’t just map compliance risks today, they use sustainability to guard against material risks tomorrow and open new opportunities for improvement e.g. in quality and security of supply, on top of cost reduction and speed increase. They also focus more on the relationships between environmental and social factors – both the risks of unintended consequences and the chance for combined improvements.

Implement• Develop and improve

policies, governance & processes.

• Engage internal teams with awareness & training.

• Engage with suppliers to set expectations and co-create better solutions.

New best practice:

Integrated sustainability Companies are recognising that sustainability metrics and policies are an integral part of driving performance – not a tick-box compliance exercise. This often means designing better, actionable KPIs e.g. on labour standards that go beyond a line in a policy.

Track• Set systems to

continually monitor supplier performance.

• Monitor success of trial initiatives and scale across suppliers.

• Intervene as necessary to improve performance.

New best practice:

Automated & collaborative The digital revolution offers new tools like blockchain to help monitor not just flows in the supply chain, but capture better information on worker wellbeing and environmental performance. As these systems have capacity to scale across industries, they are often developed as a collaboration between multiple major actors.

Communicate• Communicate the impact

to external stakeholders to demonstrate financial and sustainability benefits.

• Communicate impact internally to motivate employees.

New best practice:

Raising the bar Shareholders, NGOs, Governments and consumers have rapidly growing expectations, forcing reporting to become more extensive and transparent. This ranges from ESG demands from investors who see these as a metric to judge how well a business is run, and how adaptable it is, to tighter regulations on human rights and environmental impact and more powerful campaigning organisations in an era when reputations are made and lost more quickly. Employees are also looking for more proof of the purpose behind their company, and expect to see this demonstrated.

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Best practice lessonsThe scale of the shifts can feel overwhelming, but from our work with clients, we have seen a few simple pieces of best practice:

• Lead from the top – substantial change beyond compliance that spans across supply chains and departments requires visible leadership from senior figures.

• Plan short and long – make sure you have quick achievable wins that you can celebrate and report rapidly to keep stakeholders and teams engaged, plus a longer vision that is inspirational, aligns everyone on direction, and helps people think differently.

• Pick smart measures – what gets measured gets managed – since many stakeholders want to hear about this performance, make sure these measures are meaningful and transferable e.g. into corporate reports, benchmarking demands etc.

• Look outward – ensure teams have regular ways to feed in external best practice, future market needs, rather than only optimising the system they know.

• Channel team expertise – when engaging multiple functions, don’t just preach problems – help them see this as an innovation challenge their expertise makes them uniquely well-placed to solve.

How can we help?We have helped a wide variety of clients navigate these growing expectations and new opportunities. We work both with businesses looking to progress through all four steps, and those who want to improve how they perform in one critical area – for instance reporting on their actions against modern slavery, or tackling excessive antibiotic use in their farming supply chain.

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About usSancroft was founded in 1997 by former Secretary of State for the Environment, The Rt. Hon John Gummer, Lord Deben, and has been at the heart of sustainable business ever since. We are sustainability experts, the trusted advisors to scores of the world’s largest brands and companies. We challenge companies to think differently, empowering them to make sustainable profits. We work with organisations that recognise the opportunities in sustainability, and that want to make profits they can be proud of. We provide bespoke insight and strategic advice, driven by values and purpose, which help you achieve your objectives. Our work helps you succeed.

Get in touchJudy KuszewskiChief [email protected]+44 (0) 20 7960 7900

Pendragon [email protected]+44 (0) 7976 895 930

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Akademie der Wissenschaften. New data confirm increased frequency of extreme weather events. Science Daily (March 21, 2018). Accessible at: www.sciencedaily.com/releases/2018/03/180321130859.htm

17 Future 50 Foods report. Knorr. Accessible at: www.knorr.com/uk/future50report.html

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www.ellenmacarthurfoundation.org/explore/the-circular-economy- in-detail

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Page 21 Patrick Burnson. Global Supply Chain Risk Events Increased 36% in 2018

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2 Hannah Uttley. New Unilever chief promises to sell-off brands without a social purpose in bid to win over Gen Z consumers. Telegraph (12th October 2019). Accessible at: www.telegraph.co.uk/business/2019/10/12/new-unilever-chief-promises-sell-off-unethical-brands-bid-win/

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9 Supply Chain Transparency within FMCG. The Supply Chain Consultancy Group. Accessible at: www.sccgltd.com/featured-articles/supply-chain-transparency-within-fmcg/

Page 710 Emily Chasan. Global Sustainable Investments Rise 34 Percent to $30.7

Trillion. Bloomberg (1st April 2019). Accessible at: www.bloomberg.com/news/articles/2019-04-01/global-sustainable-investments-rise-34-percent-to-30-7-trillion

11 Amazon commits to net-zero by 2040 following staff protests. Edie. Accessible at: www.edie.net/news/6/Amazon-commits-to-net-zero-by-2040-following-staff-protests/

12 Danone’s Positive Incentive Financing Strategy. BNP Paribas (3rd August 2018). Accessible at: https://cib.bnpparibas.com/sustain/danone-s-positive-incentive-financing-strategy_a-3-2238.html

Page 813 Eilidh Morrison. The Surge for Power: The Ethics Behind Batteries Sancroft

International (6th August 2018). Accessible at: https://sancroft.com/ 2018/08/06/the-surge-for-power-the-ethics-behind-batteries/

14 Climate change and the just transition: a guide for investor action UNPRI (10th December 2018). Accessible at: www.unpri.org/academic-research/climate-change-and-the-justtransition-a-guide-for-investor-action/3202.article

15 Thomas Franck. Alternative meat to become $140 billion industry in a decade, Barclays predicts. CNBC (23rd May 2019). Accessible at: www.cnbc.com/2019/05/23/alternative-meat-to-become-140-billion-industry-barclays-says.html

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