Hailed as the smart way to lead us towards net-zero, carbon accounting works by calculating how much carbon is emitted into the atmosphere so companies can work out how to reduce, mitigate and remove as much as possible. Sounds simple enough, but is carbon accounting all it's cracked up to be? In this article, we explore some of the flaws behind the system and look at how the business and innovation community can be at the forefront of correcting the listing ship.
The Problems
Perhaps the biggest problem with carbon accounting is that it's self-regulated. Governments and regulatory bodies have been incredibly slow to create rules that must be adhered to and impose consequences if those standards aren't met. If a company gets its financial accounting wrong, it can expect hefty fines and even prison time for the company directors. With carbon accounting, companies get praised for simply trying, regardless of the outcome. Carbon accounting happens voluntarily and, as a result, is rife with inaccuracies, assumptions and guesstimates.
So, what tools are companies using to calculate their emissions for carbon accounting? There's no single unified system for carbon accounting, but the most widely used is the Greenhouse Gas (GHG) Protocol. The protocol splits emissions into three groups labelled as 'scopes'; Scope 1 covers direct emissions; Scope 2 covers indirect emissions from the generation of energy purchased; Scope 3 includes all other indirect emissions that occur in a company's value chain. You can probably see where we're going with this, but essentially companies can be pretty accurate with Scopes 1 and 2, but Scope 3 presents a real opportunity for getting it completely wrong. And companies do. Frequently.
The third issue with carbon accounting is that people often fudge the statistics with offsetting rather than removal. Companies often justify continued investment in and usage of fossil fuels by 'offsetting' their carbon. For instance, Mark Carney's $600bn Brookfield Asset Management portfolio has been described as carbon neutral despite its fossil fuel investment because investments in renewables offset them. So while carbon accounting sounds good, the reality is anything but. This attitude won't get us to net-zero, and until there is a weightier focus put on discontinuing emissions rather than offsetting them, we never will.
The Solutions
However, there is a reason for optimism, and technology and innovation are at the heart of it. In October 2021, Microsoft announced the launch of the Microsoft Cloud for Sustainability which aims to make carbon accounting easier for businesses. The tool addresses three core issues: unifying data from multiple sources and integrating it into one source of truth, providing reports so companies can properly analyse this data, and giving actionable recommendations to help businesses reduce their emissions. And, it's not only big businesses like Microsoft that are getting in on the act. UK startups like <a href="https://emitwise.com/" style="color: #3598db;">Emitwise</a> are taking it one step further and using artificial intelligence to enable companies to monitor, measure and ultimately report on their carbon footprints across all three Scopes. Another exciting startup to watch is <a href="https://www.circulor.com/">Circulor</a>, an organisation focusing on giving businesses traceability data for complex supply chains, enabling them to make more responsible decisions regarding sourcing and recycling products. Tech like this and the wave of exciting startups looking to tackle climate change at every level should give us all reason for hope.
The message is clear: we will never hit net-zero unless we can accurately measure carbon emissions. For that, we need better carbon accounting models and strict regulation. But with technology constantly evolving and businesses dedicating themselves to addressing these issues, we might just get there. So is carbon accounting all it's cracked up to be? No. But it certainly could be.

Is carbon accounting all it's cracked up to be?

"Net-zero increasingly involves highly questionable carbon accounting. As a result, the new politics swirling around net-zero targets is rapidly becoming a confusing and dangerous mix of pragmatism, self-delusion and weapons-grade greenwash." - Simon Lewis, professor of global change science at UCL.

Carbon Accounting

While it's completely okay to have ebbs and flows in productivity, we all have days where we need to be a little more on the ball. So, if you're part of the 79% of us where that doesn't come naturally, then fear not. This blog post explores some of the next-gen brands, from Nootropic drinks to HealthTech apps that elevate your mood, creativity, and productivity.
Performance-boosting synthetic nootropics is a somewhat controversial topic, primarily surrounding ethics and potential side effects. However, natural nootropics is an exploding market, and entrepreneurs across the globe are scrambling to take advantage of the demand. New kid on the block and drinks brand, <a href="https://peakmoods.com/" style="color: #3598db;">Peak</a>, use natural nootropics like Guayusa to help boost brain function. Guayusa is something of a wunderplant containing both caffeine and an amino acid called L-Theanine, which research shows releases alpha brainwaves. While pure caffeine (like in coffee) gives you a boost, it's also linked to feelings of anxiety and nervousness. The theory with Guayusa is that alpha brainwaves from the L-Theanine enhance focus and creativity, and combine with the caffeine to give you that same boost but, critically, without the negative side effects. Essentially it's a cleaner, clearer kick compared to your morning coffee. Sign. us. up. Huckletree members can now get Peak in Vinny vending machines!
Many of us use meditation to help focus the mind, but in the inimitable words of the Dalai Lama, 'sleep is the best meditation'. The science is pretty clear on the impact sleep can have both in the short and long term on brain cognition; getting enough hours of high quality sleep each night helps with concentration levels, judgement, problem-solving, and creativity. Poor quality sleep negatively impacts all of the aforementioned and can, in the long term, lead to cognitive decline and dementia. Apps like <a href="https://www.risescience.com/">RISE</a> are pioneering a more accurate way of approaching how we think about sleep with the concept of sleep debt. The app combines phone data and its own proprietary technology to track how much sleep you owe your body and then provides tailored recommendations for how you can improve your sleep habits. The app also provides insights on your energy peaks and troughs, so you can plan out your activity to optimise productivity.
The CBD industry is now worth around &pound;700million a year in the UK, and the positive effects of the non-psychoactive substance are many and wide-ranging, helping with everything from pain to seizures, migraines and sleep. However, the research is still comparatively new in scientific terms. CBD research also shows evidence for improving brain function by boosting the neural pathways involved in thought navigation, resulting in higher productivity. What is clear though, is that not all CBD supplements are created equal. For instance, drinks infused with CBD can be problematic because very little of the CBD is actually absorbed into your body after being broken down by the enzymes in your gut. Research suggests that an oil held under the tongue is the best way to take CBD, like those from UK startup <a href="https://fourfive.com/">fourfive cbd</a>, which was founded by two professional sportsmen, raised pre-seed investment earlier this year and mainlines in high-quality oils and balms.
For a more one-stop-shop approach to boosting performance in the workplace, the mental health app <a href="https://unmind.com/" style="color: #3598db;">Unmind</a> is specifically targeted at businesses that take the wellbeing of their workforce seriously. The tools they offer span meditation, CBT, yoga and sleep, and are designed to help companies to foster a strong company culture to drive performance. Since its inception in 2016, Unmind has raised over $63m and works with brands such as John Lewis, British Airways and Uber.
So there you have it, a few next-gen supplements and apps to help you go forth and be your most productive, efficient self.

Creating the perfect headspace to maximise productivity

Only 21% of the UK workforce believe that they're genuinely productive for an entire workday. 

How to Maximise Productivity in the Workplace | Huckletree

After a decade of rising social awareness, health initiatives and environmental activism, contemporary consumers want their food healthy, ethical and sustainably sourced. From the rise of meat alternatives and groceries-on-demand to AI-powered AgriTech, the FoodTech sector's future is increasingly guided by consumer attitudes towards conscious consumption, climate, and convenience.
The UK's high-growth ecosystem has seen 863 innovative FoodTech companies launched since 2011, and 650 are still active fast-growing businesses. Between 2011 and 2020, these businesses raised a significant &pound;2.6b in equity investment. The annual number of equity investments into UK FoodTech has been steadily climbing, with 2019 seeing an enormous &pound;687m worth of fundraising. Deliveroo secured the most equity at &pound;1.1b. The following five dominating fundraisers were Karma Kitchen, Gousto, Hungry Panda, Just Eat, and Rekki, who secured a combined total of &pound;602m.
Not only are buyers more deliberate with their food purchases, but they're willing to pay more for the luxury of an on-demand lifestyle. This high-growth ecosystem has led to a surge in FoodTech startups, fuelled by record levels of equity investment, grants awarded and successful crowdfunding campaigns. This report equally highlights veganism and how a marginalised group has grown to over half a million people in the United Kingdom. The plant-based revolution has spawned over a hundred FoodTech companies in the UK since 2011, with London becoming a key European hub for vegan startups.
With the world's population predicted to hit nearly 10 billion by 2050, FoodTech innovation is becoming a moral necessity. Significant developments in agriculture and the global supply chain are needed to fight world hunger. We have also chosen to highlight key AgriTech companies using data to increase yields, encourage sustainability and fight the effects of climate change.
The rolling lockdowns of the ongoing COVID-19 pandemic supercharged the food delivery industry. Nimbler tech-powered startups are disrupting supermarkets and traditional retail. We take a look at some of the rising stars opening fulfilment hubs in London's fiercely competitive grocery and meal-kit delivery market.
We spotlight four high-growth FoodTech companies in this report: Cervest, a weather analytics B Corp founded in 2015 with &pound;25.7m funding raised; Gousto, unicorn company and meal kit subscription service founded in 2012 with &pound;161m raised; Karma Kitchen, a commercial kitchen and rental platform founded in 2017 with &pound;252m raised; Hummingbird Technologies, imagery-based agricultural analytics company founded in 2015 with &pound;14m raised.
Huckletree is built on the motto that "No Mind is an Island." We believe you can't change the world alone, which is why we're on a mission to help the most innovative companies, from startup right the way through to MNE, take leaps and do braver work together. We're more committed than ever to creating the space and environment for teams to work, grow their ventures, collaborate and pioneer whatever comes next.
Our Futures Hub in Huckletree White City is home to some of the UK's leading FoodTech companies. The campus, located within the iconic White City Place development, is part of a bold new chapter in the rich creative history of a neighbourhood that sits at the centre of West London &ndash; an area already brimming with high-growth FoodTech companies. It's a dedicated haven for startups and global brands paving our future way of life &ndash; how we sleep, think, move, and, of course, eat.
You can download the report <a href="https://hs.huckletree.com/download-foodtech-report" rel="follow" style="color: #236fa1;">here</a>. We hope you find this report to be both engaging and informative.

Leo Medley, General Manager, Huckletree White City 

Future Insights: FoodTech 2021 report

We're excited to be working with Beauhurst to produce a series of industry reports examining UK companies that will shape the future of how we consume retail, media and food. In the first of three reports, we focus on how we eat, what we eat and the UK FoodTech companies transforming the industry.

Forbes reports that companies with strong cultures achieve revenue levels four times higher than those that don&rsquo;t. And, when it comes to culture, I'm not talking about office perks like free snacks, company socials and flexible working (although they all help). I'm talking about the values of your business when it comes to team member behaviour and productivity.
As Executive Chairman of Pfizer, Ian Read, puts it,&nbsp;&ldquo;Get it right, and culture can transform your company&rsquo;s performance and help sustain success for years to come. Get it wrong, and you&rsquo;ll pay dearly for it&hellip; for years to come.&rdquo;
Something so inherently unquantifiable can be challenging to cultivate, though, with Deloitte reporting that only 28% of executives say they understand their organisation&rsquo;s culture.
So what are some of the critical factors in developing a strong culture that can, in turn, turbocharge your growth?

<h4>Engage &amp; empower your employees</h4>
HR Cloud reports that a meagre 36% of employees feel engaged in their workplace. In comparison, a highly engaged workforce can increase profitability by over 20%. And what&rsquo;s the single most crucial factor in team member engagement? Trust. Team members who feel trusted and empowered are far more likely to bring their A-Game to work every day and be their most productive, efficient selves. Whether it&rsquo;s Pret giving their employees budgets to give out free drinks whenever they want or a manager simply asking their team which management style will get the best from them, empowering people rather than limiting them is strongly linked to increased creativity, innovation, productivity and ultimately, growth.

<h4>Ask the hard questions</h4>
Typically companies only stop and assess their culture when something goes wrong, by which time it&rsquo;s already too late. Companies that have their culture nailed recognise that it&rsquo;s an ever-evolving beast, which grows and changes as the business grows, and needs constant attention. It&rsquo;s vital to assess your culture even when you think it&rsquo;s going really well. Anonymous staff surveys allow your workforce to give honest feedback, and you shouldn&rsquo;t be afraid to ask hard questions. Talking about culture is one thing, but walking the talk and actively seeking feedback and implementing change based on that feedback, is key to building a solid culture.

<h4>Take advantage</h4>
Strong company culture is increasingly becoming a marketing advantage. Trust isn't only critical among your workforce but with your customers and investors as well. You only need to look at the culture controversies of Uber and Brewdog to know that poor company culture can have serious reputational damage, which significantly impacts revenue. Consumers are no longer content to accept what a company projects on the surface and increasingly spend their money with responsible and conscientious brands in terms of the planet, their supply chains, and their workforce.
While culture may be hard to quantify, it&rsquo;s clear that the impact it can have on the growth of your business is incontrovertible. So if you haven't already, take some time to sit back and assess your current company culture, get feedback from your team and look for areas for improvement - it'll prove a sure-fire winner for building sustainable growth.

Building a culture fit for growth

When assessing a company's overall performance and health, many people immediately turn to the quantifiables like revenue, profit, and staff turnover. However, studies have consistently shown that there's a harder to quantify factor that also significantly impacts growth and innovation: culture. 

Innovation in this space is far more crucial than for convenience's sake. Mental health issues are on the rise, sleep disorders are disrupting our rest, and health problems are going undetected for far too long (only to be followed up with ineffective "one size fits all" solutions). Quite simply, the way we live is calling out for a technological revolution.
Fortunately, there's a wealth of innovators rising to the challenge of elevating the lived experience. From HealthTech to SleepTech and BrainTech, here are four of the next-gen Future Living brands to watch as we move into 2022.

<h4>Dnanudge</h4>
Nutrigenomics focuses on the relationship between genomics, nutrition, and health. It's certainly not a new concept. Companies have been commercialising it as early as the&nbsp;<a href="https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3602567/" style="color: #236fa1;">1980s</a>. But, with the introduction of tech and instant access to information - could nutrigenomics be the next big thing to personalise the way we eat?
<a href="https://www.dnanudge.com/index.php" style="color: #236fa1;">Dnanudge</a>&nbsp;is making this a very likely prospect. Their bracelet (DnaBand) holds your "digitised DNA", allowing you to scan food items while you shop. As you browse, a glow of a light (green, amber, or red) indicates whether that food is good for your genome. Super cool, right?
The personalised genomics horizon in the UK currently has the likes of <a href="https://joinzoe.com/" style="color: #236fa1;">ZOE</a> (researching gut microbiome), <a href="https://lifebit.ai/" style="color: #236fa1;">Lifebit</a> and <a href="https://www.congenica.com/" style="color: #236fa1;">Congenica</a> (medical genomics), <a href="https://atlasbiomed.com/uk" style="color: #236fa1;">Atlas Biomed</a> and <a href="https://ome.health/" style="color: #236fa1;">OME</a> (Consumer Personalised Genomics).
Dnanudge&nbsp;is currently the only wearable solution that supports you to make healthier and more personalised decisions as you shop. Plus, it removes the need for extensive research and a separate nutritionist - you're guided in real-time based on your own unique make-up.

<h4>Kokoon</h4>
SleepTech innovation is having a profound effect on the way we sleep. With devices able to capture valuable data to optimise our sleeping patterns, we're all about to feel much more rested (hallelujah!).&nbsp;<a href="https://uk.kokoon.io/" style="color: #236fa1;">Kokoon's</a>&nbsp;two sleep-enhancing products include their <a href="https://uk.kokoon.io/products/relax-headphones" style="color: #236fa1;">Relax Headphones</a>&nbsp;and <a href="https://uk.kokoon.io/products/nightbuds" style="color: #236fa1;">Nightbuds</a>.
The Relax Headphones, with active white noise and noise cancellation, tracks EEG brainwaves and senses motion. For the side-sleeper, the Nightbuds provide ultimate comfort, intelligent noise-masking and sleep sensors. Both then provide insights and tips specific to you, so you can get the best night's sleep.
In 2020, a&nbsp;<a href="https://www.gminsights.com/pressrelease/sleep-tech-devices-market?utm_source=globenewswire.com&amp;utm_medium=referral&amp;utm_campaign=Paid_globenewswire" style="color: #236fa1;">report</a> from Global Market Insights predicted the market valuation of sleep tech devices will cross $32 billion by 2026. The report also indicated that the increased prevalence of sleep disorders like Insomnia will contribute to the market's growth.

<h4>HelloSelf</h4>
London-based BrainTech startup <a href="https://www.helloself.com/" style="color: #236fa1;">HelloSelf</a> connects its members with top UK clinical psychologists and provides AI-enhanced support between sessions, making for a much more personalised approach to mental wellbeing.
Digital Therapy has shown rates as high as a&nbsp;<a href="https://blogs.deloitte.co.uk/health/2020/10/word-mental-health-day-how-digital-technologies-can-help-meet-rising-demand-for-mental-health-servic.html" style="color: #236fa1;">10% increase</a>&nbsp;in recovery compared to IAPT therapy. Waiting times to receive treatment have also been <a href="https://blogs.deloitte.co.uk/health/2020/10/word-mental-health-day-how-digital-technologies-can-help-meet-rising-demand-for-mental-health-servic.html" style="color: #236fa1;">reduced to days</a>&nbsp;instead of weeks. BrainTech and Digital Therapy startups have a wealth of potential for revolutionising mental wellbeing for the better. HelloSelf's AI component brings even more capacity for improvement on these statistics.
Earlier this year, HelloSelf raised &pound;5.5m in a Series A round from OMERS Ventures. Harry Briggs, OMERS Managing Partner, will be <a href="https://tech.eu/brief/london-based-ai-powered-therapy-service-helloself-raises-5-5-million/">joining the HelloSelf board</a>&nbsp;as part of the deal. They will be using the funds to develop their workplace offering, a B2B service helping businesses give mental health support to their teams.

<h4>Thriva</h4>
At-home health test kits have come a long way since Organon International patented the pregnancy test in 1969. Today, at-home blood testing can provide you with valuable insights to help better care for your health.
<a href="https://thriva.co/" style="color: #236fa1;">Thriva</a>&nbsp;offers testing kits that provide information on everything from energy and mood to long-term health and fitness. With every blood test, you can access evidence-based ways to improve your health, and a GP report accompanies the results. Thriva's tests break down some of the gatekeeping around healthcare insights that have been so common historically. Users can gain a deeper understanding of how their lifestyle affects their health and any changes that happen. Here's to more informed healthcare!

<h4>Huckletree West - London's home for Future Living brands</h4>
Our West space in White City is a curated campus of Future Living brands. From FoodTech innovators to HealthTech pioneers, Huckletree West hosts an ecosystem of companies challenging the status quo of how we live. We'd love to show you around. Head&nbsp;<a href="https://www.huckletree.com/spaces/west" style="color: #236fa1;">here</a>&nbsp;to book your tour.

Four companies to watch in the Future Living space

The way we live is constantly evolving. The ongoing creation of new technologies paves a reality where we can optimise, create more convenience, and ultimately improve our everyday lives.

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