Introduction
This report will be conducting an analysis on Symbio Corporations sustainable goals, practices and giving recommendations on how they can offer a more sustainable future. Symbio Corporations was established in Australia to educate and raise awareness about the hazards of industrialized meat production. The meat industry and meat consumption are one of the largest contributors to greenhouse gases. Australians are currently one of the top meat eaters in the world, making their global footprint one of the highest in the world. Due to this and the negative effects this has on the environment and the future, Symbio Corporations will offer a range of services that can help promote different sustainable solutions to Australians to reduce our global footprint. These services include prompting practices such as veganism and raising awareness on the benefits of switching to a meat-free diet. By following these practices Symbio Corporations aims to see an increase in the number of people opting to go vegan, sticking it out for the long term and more people understanding the negative impact that meat production can have on the environment. Following these practices, there would be several benefits to the environment including less freshwater consumption and emissions of methane.
Business Description
Symbio Corporations is an Australian established company co-founded by Adi and Rushi in 2012. Our mission is to save the Earth starting by leading our clients towards a greener and more sustainable lifestyle. We aim to do this by providing our services through raising awareness on the benefits of veganism, encouraging our staff with opportunities to execute and incorporate sustainable strategies, and participating in green investing. In doing so, this addresses the harms and negative impacts of industrialized meat production and creates a more sustainable environment. In the long term, this can create benefits for both customers and the environment through improved health, lessened greenhouse gases, and reduced waste and costs.
The meat and livestock industry provides a significant contribution to the Australian economy, making up 1.4% of Australia’s key industry GDP in 2018-2019 (Meat & Livestock Australia, 2016). Farmers in Australia collectively run 28 million cattle across 200 million hectares and export around 60% of produce to different markets (PWC, 2011). However, livestock production contributes to various environmental issues such as feed sourcing, manure processing, and climate change. Raising livestock requires vast quantities of food and millions of acres need to be plowed for crop fields that are dedicated to livestock. Moreover, converting natural resources to agricultural fields releases carbon pollution and as manure decomposes, this releases emissions such as methane, ammonia, and carbon dioxide, which all contribute to climate change (Clean Water Action, 2019).
Furthermore, research has shown that there is a trend towards consuming less meat and animal products (Statista Research Department, 2022). As of October 2019, 1 in 3 Australians are consciously limiting their meat consumption, with 10% being entirely meat free (Brunton, 2019). 20% of meat eaters have reduced their consumption of meat and the number of Australians that identify as flexitarians has increased by 20% (Brunton, 2019). Despite the higher comparative price of plant-based food, 6 in 10 Australians have tried or expressed their interest in trying plant-based products (Brunton, 2019). Overall, vegetarian and vegan foods are becoming more mainstream with restaurants and fast food chains expanding their menus to provide vegan alternatives which increases accessibility. These are due to reasons such as health improvements, the environment, animal welfare, and the cost of availability, which are values that we aim to represent.
Sustainability
Benefits of the Triple Bottom Line Method
The triple line bottom theory maintains the idea that instead of focusing on just one bottom line, profit, there should be three ‘lines’ companies should be concentrating on, people, profit and the planet (Miller, 2020). This means that companies should be largely committed to corporate social responsibility and the impact their business will have on the environment over time. Companies rather than just solely focusing on profits, should also show the same level of commitments to social and environmental concerns. The three lines as mentioned before is how a company can measure the full cost and impact of what they’re doing. By looking at not just how much profit they can make but also how it affects employees, customers and the environmental footprint, the business can get a clearer picture of the full cost of the business (Ahmad, S. and Wong, K. Y., 2019). For Symbio Corporations, this would include understanding how the services and practices they are promoting such as veganism can have several benefits (Miller, 2020). It would be beneficial to the customer due to the health advantages of going meat free and would have a positive impact on the environment due to the reduction in greenhouse gases such as methene. Following this method, Symbio Corporations can understand how their practices impact not just their business and their future but also how it can have a positive impact on both their customers and the environment.
Compatibility of Product/Service and the NSW Government
Compelling scientific evidence has demonstrated an explicit negative correlation between high meat consumptions and the planetary health of ecological systems (Marinova and Bogueva, 2019). Ruminant livestock’s digestive systems produce and emit a potent greenhouse gas identified as methane within the Earth’s atmosphere, leaving a high carbon footprint (Simmons and Cowie, 2021) 30 times higher than carbon dioxide (Department of Primary Industries, 2022). In NSW, agriculture contributes to approximately 14% of the state’s total greenhouse gas emissions, with livestock methane accounting for over 80% of agricultural emissions (Department of Primary Industries, 2022). The escalation of GHG emissions exponentially increases the atmospheric temperature and drives extreme shifts in the Earth’s weather systems, formulating global warming and climate change (Ahmed Ali, Ahmad and Yusup, 2020). These become influential tools that impact the planet’s eco and socioeconomic systems, which directly threatens the future of sustainability (Lu et al., 2019). Vast carbon footprints can have remarkable changes on economic development, growth and stability as it disrupts capital and investments, agricultural cultivation, institution productivity (Dell, Jones and Olken, 2009), tourism and humanity’s health (Cho, 2019), influencing the sustainability of standards of living. Furthermore, warm conditions or rainfall reductions cause soil degradation, which impacts the prosperity of agriculture and the sustainment of resources as it leads to food scarcity, insecurity and malnutrition (Tso and Newman, 2021). Hence, the need for intervention to induce red meat consumption and CO2 emissions and help achieve sustainable intensification is crucial.
Upon recognising climate change as a consequential concern, the NSW Government has established a decarbonisation objective to achieve net-zero emissions by 2050 under the NSW Climate Change Policy Framework 2016 (AdaptNSW, n.d.). Net Zero Plan Stage 1 in 2020 – 2030 will be the foundation for NSW’s 2050 net-zero emissions goals; The plan aims to deliver a 50% cut in emissions by 2030 (NSW Climate and Energy Action, n.d.). Supporting the agenda is Meat & Livestock Australia’s (MLA) CN30 program, committed to be carbon neutral by 2030 through the elimination of the release of greenhouse gases (GHG) from red meat production (Meat & Livestock Australia, n.d.). On behalf of the red meat industry, MLA has teamed up with CSIRO and other partners to conduct research and development in cost-effective, sustainable livestock management strategies such as feed supplements and genetic selection (NSW Climate and Energy Action, n.d.).
Symbio Corporations’ business model of raising awareness of veganism, executing sustainable strategies, and participation in green investing to address the red meat production’s adverse effects on sustainability can assist in strengthening the NSW government’s sustainable agenda and MLA’s supporting commitment. Symbio Corporations can sit at the forefront of promoting veganism by presenting a variety of motivations to adopt the diet and educate individuals about its derived benefits for animals, humans and the ecosystem. Encouraging incremental dietary transitions from a rich meat lifestyle to a plant-based or less animal-sourced diet can mitigate the effects of meat production through carbon footprints reduction by 70% (Robbins, 2016), thus minimizing associated effects including eco and socioeconomic implications (Islam, Alharthi and Murad, 2021), climate change and arid temperatures and over-stimulated grazing (Han et al., 2016). Furthermore, committed engagement with green investing and endorsing eco-friendly initiatives improves the conservation of environmentally conscious practices that exert sustainability (Chen, 2019). Thus, supporting the NSW government’s environmental agenda to a high extent.
Sustainability Outcomes
Symbio Corporation’s sustainable strategies of veganism awareness and green investing, with the provision of support by the NSW government exerts corporate social responsibility (CSR). The theoretical principle is a commitment to improving societal wellbeing through the compliance of the philanthropic, legal, ethical and sustainable criterias (Moratis, 2016). Our business and the government’s devotion to implementing and supporting the reduction of red meat consumption, engaging in green investing and becoming a supported purpose-led brand can achieve higher-levels of sustainability outcomes.
Red meat production has been associated with the adverse effects on ecological systems, detrimental chronic diseases and higher mortality rates (Gunte et. al, 2020). Hence, risking the future of sustainability. To address the challenge and maintain sustainability, Symbio Corporations will increase awareness about veganism with financial and legal assistance from the NSW government by integrating vegan pop-up stores, plant-based food trucks and veganism advertisements; These strategies encourage individuals to adopt sustainable alternatives – vegan lifestyles or plant-sourced diets. Exhibiting environmental CSR allows for the accumulation of sustainable benefits stemmed from red meat reductions including health, sustainable, animal rights and moral philosophy advocacy, minimizing health concerns (Tosun, 2020), increasing life longevity and mitigates carbon footprints by 70% (Robbins, 2016), which eliminates associated eco and socioeconomic impacts.
Symbio Corporations and the NSW government can further undertake environmental CSR and obtain sustainability outcomes through engagement with green investing by providing philanthropic grants and actively supporting eco-friendly initiatives. Providing financial contributions to environmental corporations that are committed to the sustainable conservation of ecological systems increases the development of innovation for alternative renewable technologies and promotes fossil fuel consumption and pollutants depletion. Moreover, protects biodiversity, preserves natural resources (McWhinney 2022) and overall, carves an avenue to a sustainable future.
A significant trend in consumer attitude towards sustainability has been observed, where Australians are becoming more environmentally conscious; 1 in 2 Australians actively look for greener alternatives and more than half (57%) are more mindful of their carbon footprint (Wallis 2022). As consumers are now expecting actionable values from firms, Symbio Corporations’ CSR efforts and committed enforcement of sustainable strategies through veganism advocacy with the cooperation of the NSW government can create purpose-led branding. Our transparent commitment that reflects on our sustainable values can further influence customer’s perception (Melendez 2020) on sustainability and buying behavior by encouraging the adoption of environmentally-friendly practices. Stimulating collective beneficial contributions to society and the environment will result in the sustainment of eco-friendly outcomes.
Sustainability (Ethics)
The Australian beef industry is highly valued due to its large contribution to the economic sector. Despite this, actions undertaken within meat production are costly to the environment and are considered immoral from the utilitarian perspective as raising animals for food and the process involved minimizes the overall happiness (Alvaro, 2017). Therefore, it is crucial that sustainable practices are consistently implemented and regulated to mitigate the negative effects and to support the environment.
As our business model focuses on the harmful effects of meat production on the environment by addressing the benefits of veganism and how a cleaner diet can contribute towards a lower carbon footprint, we must actively consider this issue as it impacts many communities. This vision can be assessed through an ethical perspective, such as the utilitarianism theory, that considers our sustainability through a different viewpoint. The utilitarianism theory places importance on the idea of the greatest possible happiness for the greatest number of people (Belak and Pevec Rozman, 2012). It is based on the consequence of an action, and whatever maximizes greater utility and minimizes suffering is considered to be morally right (Belak and Pevec Rozman, 2012).
As previously stated, meat consumption has been linked to negative health and environmental consequences which affect the whole ecosystem. Our efforts to educate individuals on the benefits of veganism, encourage gradual dietary changes and participate in green investing can help limit the negative consequences on the environment while improving the health of humans. Based on the meat production industry and the service we offer, this solution is ethically appropriate under utilitarian ethics as it aims to help our environment and minimize undesirable consequences. Our service’s greater focus is towards maximizing the greatest utility and this is done by minimizing the effects of meat production and target towards more sustainable consumption which improves the environment’s sustainability. However, reducing meat consumption and changing diets will be a challenge as food decisions are influenced by physiological, psychological, physical, cognitive, economic, religious and sociocultural factors (Cheah et al., 2020). As a result, this can be a risk factor that impacts the long-term success of our business model.
Recommendation
In Australia, the percentage of vegans and vegetarians is on the rise. Regardless the reasons, more people are turning to meat-free and plant-based lifestyles and diets. In Australia, 6 percent of the population have embraced the lifestyle making the country a home to 2.5 million vegans and vegetarians. In NSW, 28 percent of the population prides itself as vegans. The first strategy Symbio Corporations will use is to create awareness about veganism and vegetarianism will be to create social media ads that target vegan audience. Symbio Corporations will use its social media sites to create vegan ads-focused audience to attract and appeal to more vegan followers. The company will consider alternative approaches to social media marketing to create an unexpected content that will specifically call out to the vegan and vegetarian communities. For Symbio Corporation to achieve this, it will offer vegan products while pointing its target audience to similar landing pages on its sites.
The other alternative for Symbio Corporations will be through vegan influencer marketing. Working in partnership with vegan influencers will enable the company to drive traffic to Symbio’s websites, which will in turn increase awareness and generate leads about the different products the business offers to its consumers. The third strategy that Symbio Corporations will use to promote vegan and vegetarian diets among its potential consumers will be to have monthly events at the locations to taste vegan foods. The strategy will help the business avoid vegan stereotypes through hosting tasting events that will aid it in gaining more popularity among its consumers. The company will initiate the events after analyzing current trends and consulting with chefs on the new foods to incorporate in its menus. Lastly, marketing the restaurants will go a long way to ensure the vegan diet is known among Symbio Corporations’ consumers. In addition to social media, the company will employ every marketing campaign to ensure it retains its consumers. The available options for the company will be to establish and maintain a creative menu, which will change depending on seasons, and running personalized marketing campaigns that will offer loyalty points to consistent customers.
Reference List
AdaptNSW. (n.d.). NSW Government action on climate change. [online]
Ahmad, S. and Wong, K.Y. (2019). Development of weighted triple-bottom line sustainability indicators for the Malaysian food manufacturing industry using the Delphi method. Journal of Cleaner Production, 229, pp.1167–1182. doi:10.1016/j.jclepro.2019.04.399.
Ahmed Ali, K., Ahmad, M.I. and Yusup, Y. (2020). Issues, Impacts, and Mitigations of Carbon Dioxide Emissions in the Building Sector. Sustainability, 12(18), p.7427. doi:10.3390/su12187427.
Alvaro, C. (2017). Ethical Veganism, Virtue, and Greatness of the Soul. Journal of Agricultural and Environmental Ethics, 30(6), pp.765–781. doi:10.1007/s10806-017-9698-z.
Belak, J. and Pevec Rozman, M. (2012). Business ethics from Aristotle, Kant and Mill’s perspective. Kybernetes, 41(10), pp.1607–1624. doi:10.1108/03684921211276783.
Brunton, C. (2019). Hungry For Plant-Based: Australian Consumer Insights. [online] FoodFrontier, pp.1–7. Web.
Cheah, I., Sadat Shimul, A., Liang, J. and Phau, I. (2020). Drivers and barriers toward reducing meat consumption. Appetite, 149, p.104636. doi:10.1016/j.appet.2020.104636.
Chen, J. (2019). Guide to Green Investing. [online] Investopedia.
Cho, R. (2019). How Climate Change Impacts the Economy. [online] State of the Planet.
Clean Water Action (2019). The Meat Industry – Environmental Issues & Solutions. [online] Clean Water Action.
Department of Primary Industries. (2022). Managing livestock to reduce methane emissions. [online]
Dell, M., Jones, B. and Olken, B. (2009). Does climate change affect economic growth? [online] CEPR.
Gunte, K.E., White, R.R., Aukema, H., McAllister, T.A., Riediger, N., Legesse, G., McGeough, E.J., Wittenberg, K., Ibrahim, N. and Ominski, K. (2020). PSIV-4 Program Chair Poster Pick: Determinants of red meat exclusion from diets in Canada. Journal of Animal Science, 98(Supplement 4), pp.279–280. doi:10.1093/jas/skaa278.504.
Han, Q., Luo, G., Li, C., Shakir, A., Wu, M. and Saidov, A. (2016). Simulated grazing effects on carbon emission in Central Asia. Agricultural and Forest Meteorology, [online] 216, pp.203–214. doi:10.1016/j.agrformet.2015.10.007.
Islam, M.M., Alharthi, M. and Murad, M.W. (2021). The effects of carbon emissions, rainfall, temperature, inflation, population, and unemployment on economic growth in Saudi Arabia: An ARDL investigation. PLOS ONE, 16(4), p.e0248743. doi:10.1371/journal.pone.0248743.
Lu, S., Bai, X., Zhang, X., Li, W. and Tang, Y. (2019). The impact of climate change on the sustainable development of regional economy. Journal of Cleaner Production, 233, pp.1387–1395. doi:10.1016/j.jclepro.2019.06.074.
Marinova, D. and Bogueva, D. (2019). Planetary health and reduction in meat consumption. Sustainable Earth, [online] 2(1). doi:10.1186/s42055-019-0010-0.
Meat & Livestock Australia (2016). The red meat industry. [online] Meat & Livestock Australia.
Meat & Livestock Australia. (n.d.). Carbon Neutral 2030. [online]
Miller, K. (2020). The Triple Bottom Line: What It Is & Why It’s Important. [online] Harvard Business School.
Moratis, L. (2016). Out of the ordinary? Appraising ISO 26000 ’ s CSR definition. International Journal of Law and Management, 58(1), pp.26–47. doi:10.1108/ijlma-12-2014-0064.
NSW Climate and Energy Action. (n.d.). Net Zero Plan. [online]
NSW Climate and Energy Action. (n.d.). Net Zero Plan Stage 1: 2020–2030. [online]
PWC (2011). The Australian Beef Industry The Basics. [online]
Robbins, O. (2016). How Reduced Meat Consumption Could Save $31 Trillion — and The Planet. [online] Food Revolution Network.
Simmons, A. and Cowie, A. (2021). Red meat and sustainable protein production. [online] Department of Primary Industries.
Statista Research Department (2022). Plant-based food in Australia – Statistics & Facts. [online] Statista.
Tso, K. and Newman, J. (2021). What is ‘sustainability’? Is it the same thing as taking action on climate change? [online] MIT Climate Portal.