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Brand Ambition's Climate Report
The SME Reporting Tool
Introduction *
Commitment and Targets *
Own Emissions *
Value Chain Emissions *
(optional)
Results, Challenges and Outlook *
Version 1.1.0
Introduction *
1.1 Reporting year
*2024
1.1.1 Reporting period
*from 1.2023 to 1.2024
1.2 Describe your business activities
*Marketing Services
1.4 Number of employees in the reporting year
*10
1.4.1 Full-time equivalent (FTE) or headcounts
*Full-time equivalent
1.5 Let us know if your company is a parent company or subsidiary
*Not applicable
Commitment and Targets *
2.1 Net zero target year
*2030
2.1.1 Base year
*2024
2.2 Near-term target
*100% of absolute scope 1 emission reduction from my base year by 2025
90 of absolute scope 2 emission reduction from my base year by 2027
2.3 Provide any additional comments or context on your net zero and near term targets.
*As a service-based SME with minimal direct emissions, our focus is on responsibly managing and reducing Scope 2 and Scope 3 emissions, which comprise the vast majority of our footprint. We’ve set a 2030 net zero target, with 2024 as our baseline year, and have begun to map out achievable interventions across our operations and value chain.
While we currently lack third-party validation and direct control over certain emissions sources (e.g. shared office energy mix, cloud platforms), we are committed to:
Establishing a full carbon tracking system by 2026
Publishing a verified emissions report by 2027
Targeting like-for-like carbon removals for unavoidable residual emissions (no more than 10%) from 2028 onward
These targets reflect both our ambition and realism as a 10-person agency, and we intend to review them annually as tools, knowledge, and resources evolve.
Own Emissions *
3.1 To reduce emissions in line with my commitment, my company has a plan and is taking action
*Yes
Energy consumption
3.2 Total energy consumption
*3375 kwh
3.3 Renewable energy
*0 kwh
Scope 1 emissions
3.4 Scope 1 emissions
*0 metric tons CO2e
Scope 2 emissions
3.5 Location based scope 2 emissions
*0.7 metric tons CO2e
3.7 Describe your plans and actions taken to reduce scope 1 & 2 emissions.
*Scope 1:
Brand Ambition currently reports no Scope 1 emissions, as we do not own or operate any vehicles, heating systems, or fuel-burning equipment. All business travel is undertaken using personal or public transport, and our offices are located within a serviced space with externally managed infrastructure. As such, no direct emissions fall under our operational control.
Scope 2:
While Scope 2 emissions are minimal due to our small office footprint and hybrid working model, we have taken the following actions to reduce them:
Operating within a shared serviced office, reducing per-capita energy use through shared infrastructure and lighting
Remote-first work model with only 2–3 in-office days per week for most staff, significantly lowering electricity consumption
Use of laptops over desktops, which consume significantly less power
Office energy-efficient practices, including turning off equipment when not in use and optimising screen brightness and power settings
Future Plans:
In 2025, we will begin engaging with our office provider to understand and, where possible, influence the energy mix (renewable vs grid)
By 2026, we aim to publish a formal carbon tracking framework, leading to a full carbon emissions report by 2027
We will explore certified green workspaces and advocate for renewable energy usage in any future office decisions
3.8 Describe the calculation methodology and comment on the data accuracy, including any tools/methods used to calculate.
*Calculation Methodology and Data Accuracy
Our carbon footprint calculations are based on the Greenhouse Gas (GHG) Protocol, using UK Government conversion factors (BEIS/DEFRA 2023) to estimate Scope 2 and Scope 3 emissions across our office energy use, staff commuting, remote work energy, business travel, hardware lifecycle, and digital service use (SaaS/cloud).
Scope 2 (Electricity):
We estimated electricity usage for our serviced office based on typical UK office consumption averages (200–300 kWh/m²/year). Given our 242 sq ft (22.5 m²) space and hybrid use (3 days/week), we applied a utilisation factor of 60%, resulting in approximately 3,375 kWh/year. Emissions were calculated using a conversion factor of 0.212 kg CO₂e/kWh.
Scope 3 (Value Chain):
Commuting & Travel: Estimated via internal headcount data, commute frequency, travel distances, and transport types (e.g. electric buses, trains, occasional car travel).
Remote Work Energy: Estimated using average home office energy consumption of ~0.025 kg CO₂e per hour per employee.
Flights: Emissions for Belfast–Leeds travel calculated using short-haul flight conversion estimates (~230 kg CO₂e per round trip, including radiative forcing).
Cloud/SaaS Tools: Estimated using published averages of ~60 kg CO₂e per user per year across cloud-based services.
Hardware: Laptops and monitors estimated using average embodied emissions (200 kg per laptop, 100 kg per monitor over lifecycle).
Tools & Approach Used:
Manual spreadsheet-based model developed in-house
Emission factors sourced from BEIS/DEFRA 2023
Methodology inspired by guidance from Carbon Trust, SME Climate Hub, and publicly available UK Government tools
Data Accuracy & Limitations:
Estimates are based on actual business operations, supplemented by conservative assumptions where exact data was unavailable (e.g. electricity use in a serviced office, employee commuting distances)
Travel patterns were derived from internal knowledge and staff input
SaaS and equipment emissions are based on widely accepted lifecycle averages
This baseline provides a credible starting point, though we recognise it is not third-party audited
We intend to improve accuracy over time by:
Introducing basic carbon tracking tools in 2026
Collecting more granular operational data
Pursuing external support to verify our 2027 emissions report
Value Chain Emissions (optional) *
Scope 3 emissions
4.1 Have you measured any of your scope 3 emissions?
*Yes
4.1.1 Total scope 3 emissions
*18.5 metric tons CO2e
Supply chain related - upstream emissions
4.1.2 Purchased goods and services
*9.80 metric tons CO2e
4.1.4 Fuel and energy related activities
*0.23 metric tons CO2e
4.1.7 Business travel
*1.58 metric tons CO2e
4.1.8 Employee commuting
*6.97 metric tons CO2e
Customer related - downstream emissions
4.1.17 Do you have a plan and are taking action to reduce emissions from your value chain?
*Yes
-
4.2 Have you asked any of your suppliers to set a net zero target (either voluntarily or as a requirement)?
*No
4.3 Have you communicated your commitment and actions to any of your customers?
*No
4.4 Describe the calculation methodology and comment on the data accuracy and any tools used to calculate your scope 3 emissions.
*Methodology:
Our Scope 3 emissions were calculated in alignment with the GHG Protocol for value chain emissions, using UK Government conversion factors (BEIS/DEFRA 2023) and best-practice guidance for service-based SMEs. The categories assessed include:
Employee commuting
Remote work energy consumption
Business travel (flights, train, car)
Hardware/equipment lifecycle emissions
Cloud-based software and SaaS tool use
Data Sources & Estimation Approach:
Employee commuting and business travel were based on internal records and staff survey estimates (mode of transport, distance, and frequency).
Remote work emissions were calculated using UK averages (~0.025 kg CO₂e per working hour) and actual hybrid work patterns across the team.
Flight emissions used standard short-haul factors (~230 kg CO₂e per return flight, including radiative forcing).
SaaS and cloud emissions were based on per-user emissions averages published by sustainability organisations (e.g. ~60 kg CO₂e per user/year).
Hardware emissions used estimated embodied carbon (e.g. 200 kg CO₂e per laptop, 100 kg per monitor) from widely recognised lifecycle databases.
Tools Used:
Internal Excel-based model
BEIS/DEFRA conversion factors (2023)
Supplementary guidance from Carbon Trust, SME Climate Hub, and CompareYourFootprint.com
Data Accuracy & Limitations:
We used primary internal data wherever available (e.g. team size, travel frequency, procurement history)
Where actual consumption or distance was unavailable, we applied conservative estimations based on realistic averages for our sector
Emissions from cloud providers (e.g. Google Workspace, ClickUp) were estimated based on typical digital agency usage, pending more granular supplier disclosures
This calculation provides a baseline footprint for 2024, which we will refine over time. Our goal is to improve data accuracy through structured tracking (from 2026 onward) and to publish a fully scoped carbon report by 2027.
Results, Challenges and Outlook *
7.1 Provide any additional comments or context on your annual results and progress from previous years.
*This report represents Brand Ambition’s first formal year of carbon emissions measurement, providing a structured baseline for 2024. While we have always prioritised low-impact operations through our remote-first model and digital-first service delivery, this marks the first time we’ve quantified our environmental impact across Scopes 2 and 3.
Key progress points this year include:
Publishing our first Environmental & Sustainability Policy
Completing a comprehensive emissions baseline across all relevant Scope 2 and Scope 3 categories
Mapping our software and supplier ecosystem in relation to ESG and emissions influence
Outlining a clear sustainability roadmap, including carbon tracking implementation in 2026 and a full carbon report by 2027
Although we have no comparative data from previous years, many of the practices that have shaped our low-carbon operations—such as remote working, public transport use, and paperless delivery—have been in place since our founding in 2020.
This baseline allows us to begin tracking our impact year-on-year and take evidence-based steps toward measurable reduction. We consider this report both a milestone and a launchpad for further climate-conscious growth.
7.2 Do you face any key challenges in reducing emissions?
*Limited control over energy use in buildings,Reducing emissions from business travel,Balancing emission reductions with business growth,Complexities in managing supply chain emissions,Time constraints,Lack of skills and knowledge,Inaccurate or insufficient data,Limited influence over suppliers
7.3 Has there been any third party validation of the data submitted in this report?
*No
-
Brand Ambition's Climate Report
Brand Ambition's Climate Report - 2024
Introduction *
1.1 Reporting year
*2024
1.1.1 Reporting period
*from 1.2023 to 1.2024
1.2 Describe your business activities
*Marketing Services
1.4 Number of employees in the reporting year
*10
1.4.1 Full-time equivalent (FTE) or headcounts
*Full-time equivalent
1.5 Let us know if your company is a parent company or subsidiary
*Not applicable
Commitment and Targets *
2.1 Net zero target year
*2030
2.1.1 Base year
*2024
2.2 Near-term target
*100% of absolute scope 1 emission reduction from my base year by 2025
90 of absolute scope 2 emission reduction from my base year by 2027
2.3 Provide any additional comments or context on your net zero and near term targets.
*As a service-based SME with minimal direct emissions, our focus is on responsibly managing and reducing Scope 2 and Scope 3 emissions, which comprise the vast majority of our footprint. We’ve set a 2030 net zero target, with 2024 as our baseline year, and have begun to map out achievable interventions across our operations and value chain.
While we currently lack third-party validation and direct control over certain emissions sources (e.g. shared office energy mix, cloud platforms), we are committed to:
Establishing a full carbon tracking system by 2026
Publishing a verified emissions report by 2027
Targeting like-for-like carbon removals for unavoidable residual emissions (no more than 10%) from 2028 onward
These targets reflect both our ambition and realism as a 10-person agency, and we intend to review them annually as tools, knowledge, and resources evolve.
Own Emissions *
3.1 To reduce emissions in line with my commitment, my company has a plan and is taking action
*Yes
Energy consumption
3.2 Total energy consumption
*3375 kwh
3.3 Renewable energy
*0 kwh
Scope 1 emissions
3.4 Scope 1 emissions
*0 metric tons CO2e
Scope 2 emissions
3.5 Location based scope 2 emissions
*0.7 metric tons CO2e
3.7 Describe your plans and actions taken to reduce scope 1 & 2 emissions.
*Scope 1:
Brand Ambition currently reports no Scope 1 emissions, as we do not own or operate any vehicles, heating systems, or fuel-burning equipment. All business travel is undertaken using personal or public transport, and our offices are located within a serviced space with externally managed infrastructure. As such, no direct emissions fall under our operational control.
Scope 2:
While Scope 2 emissions are minimal due to our small office footprint and hybrid working model, we have taken the following actions to reduce them:
Operating within a shared serviced office, reducing per-capita energy use through shared infrastructure and lighting
Remote-first work model with only 2–3 in-office days per week for most staff, significantly lowering electricity consumption
Use of laptops over desktops, which consume significantly less power
Office energy-efficient practices, including turning off equipment when not in use and optimising screen brightness and power settings
Future Plans:
In 2025, we will begin engaging with our office provider to understand and, where possible, influence the energy mix (renewable vs grid)
By 2026, we aim to publish a formal carbon tracking framework, leading to a full carbon emissions report by 2027
We will explore certified green workspaces and advocate for renewable energy usage in any future office decisions
3.8 Describe the calculation methodology and comment on the data accuracy, including any tools/methods used to calculate.
*Calculation Methodology and Data Accuracy
Our carbon footprint calculations are based on the Greenhouse Gas (GHG) Protocol, using UK Government conversion factors (BEIS/DEFRA 2023) to estimate Scope 2 and Scope 3 emissions across our office energy use, staff commuting, remote work energy, business travel, hardware lifecycle, and digital service use (SaaS/cloud).
Scope 2 (Electricity):
We estimated electricity usage for our serviced office based on typical UK office consumption averages (200–300 kWh/m²/year). Given our 242 sq ft (22.5 m²) space and hybrid use (3 days/week), we applied a utilisation factor of 60%, resulting in approximately 3,375 kWh/year. Emissions were calculated using a conversion factor of 0.212 kg CO₂e/kWh.
Scope 3 (Value Chain):
Commuting & Travel: Estimated via internal headcount data, commute frequency, travel distances, and transport types (e.g. electric buses, trains, occasional car travel).
Remote Work Energy: Estimated using average home office energy consumption of ~0.025 kg CO₂e per hour per employee.
Flights: Emissions for Belfast–Leeds travel calculated using short-haul flight conversion estimates (~230 kg CO₂e per round trip, including radiative forcing).
Cloud/SaaS Tools: Estimated using published averages of ~60 kg CO₂e per user per year across cloud-based services.
Hardware: Laptops and monitors estimated using average embodied emissions (200 kg per laptop, 100 kg per monitor over lifecycle).
Tools & Approach Used:
Manual spreadsheet-based model developed in-house
Emission factors sourced from BEIS/DEFRA 2023
Methodology inspired by guidance from Carbon Trust, SME Climate Hub, and publicly available UK Government tools
Data Accuracy & Limitations:
Estimates are based on actual business operations, supplemented by conservative assumptions where exact data was unavailable (e.g. electricity use in a serviced office, employee commuting distances)
Travel patterns were derived from internal knowledge and staff input
SaaS and equipment emissions are based on widely accepted lifecycle averages
This baseline provides a credible starting point, though we recognise it is not third-party audited
We intend to improve accuracy over time by:
Introducing basic carbon tracking tools in 2026
Collecting more granular operational data
Pursuing external support to verify our 2027 emissions report
Value Chain Emissions (optional) *
Scope 3 emissions
4.1 Have you measured any of your scope 3 emissions?
*Yes
4.1.1 Total scope 3 emissions
*18.5 metric tons CO2e
Supply chain related - upstream emissions
4.1.2 Purchased goods and services
*9.80 metric tons CO2e
4.1.4 Fuel and energy related activities
*0.23 metric tons CO2e
4.1.7 Business travel
*1.58 metric tons CO2e
4.1.8 Employee commuting
*6.97 metric tons CO2e
Customer related - downstream emissions
4.1.17 Do you have a plan and are taking action to reduce emissions from your value chain?
*Yes
-
4.2 Have you asked any of your suppliers to set a net zero target (either voluntarily or as a requirement)?
*No
4.3 Have you communicated your commitment and actions to any of your customers?
*No
4.4 Describe the calculation methodology and comment on the data accuracy and any tools used to calculate your scope 3 emissions.
*Methodology:
Our Scope 3 emissions were calculated in alignment with the GHG Protocol for value chain emissions, using UK Government conversion factors (BEIS/DEFRA 2023) and best-practice guidance for service-based SMEs. The categories assessed include:
Employee commuting
Remote work energy consumption
Business travel (flights, train, car)
Hardware/equipment lifecycle emissions
Cloud-based software and SaaS tool use
Data Sources & Estimation Approach:
Employee commuting and business travel were based on internal records and staff survey estimates (mode of transport, distance, and frequency).
Remote work emissions were calculated using UK averages (~0.025 kg CO₂e per working hour) and actual hybrid work patterns across the team.
Flight emissions used standard short-haul factors (~230 kg CO₂e per return flight, including radiative forcing).
SaaS and cloud emissions were based on per-user emissions averages published by sustainability organisations (e.g. ~60 kg CO₂e per user/year).
Hardware emissions used estimated embodied carbon (e.g. 200 kg CO₂e per laptop, 100 kg per monitor) from widely recognised lifecycle databases.
Tools Used:
Internal Excel-based model
BEIS/DEFRA conversion factors (2023)
Supplementary guidance from Carbon Trust, SME Climate Hub, and CompareYourFootprint.com
Data Accuracy & Limitations:
We used primary internal data wherever available (e.g. team size, travel frequency, procurement history)
Where actual consumption or distance was unavailable, we applied conservative estimations based on realistic averages for our sector
Emissions from cloud providers (e.g. Google Workspace, ClickUp) were estimated based on typical digital agency usage, pending more granular supplier disclosures
This calculation provides a baseline footprint for 2024, which we will refine over time. Our goal is to improve data accuracy through structured tracking (from 2026 onward) and to publish a fully scoped carbon report by 2027.
Results, Challenges and Outlook *
7.1 Provide any additional comments or context on your annual results and progress from previous years.
*This report represents Brand Ambition’s first formal year of carbon emissions measurement, providing a structured baseline for 2024. While we have always prioritised low-impact operations through our remote-first model and digital-first service delivery, this marks the first time we’ve quantified our environmental impact across Scopes 2 and 3.
Key progress points this year include:
Publishing our first Environmental & Sustainability Policy
Completing a comprehensive emissions baseline across all relevant Scope 2 and Scope 3 categories
Mapping our software and supplier ecosystem in relation to ESG and emissions influence
Outlining a clear sustainability roadmap, including carbon tracking implementation in 2026 and a full carbon report by 2027
Although we have no comparative data from previous years, many of the practices that have shaped our low-carbon operations—such as remote working, public transport use, and paperless delivery—have been in place since our founding in 2020.
This baseline allows us to begin tracking our impact year-on-year and take evidence-based steps toward measurable reduction. We consider this report both a milestone and a launchpad for further climate-conscious growth.
7.2 Do you face any key challenges in reducing emissions?
*Limited control over energy use in buildings,Reducing emissions from business travel,Balancing emission reductions with business growth,Complexities in managing supply chain emissions,Time constraints,Lack of skills and knowledge,Inaccurate or insufficient data,Limited influence over suppliers
7.3 Has there been any third party validation of the data submitted in this report?
*No
-
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