To B or Not To B: BrewDog’s Turbulent Relationship with the B Corp Certification

This critical incident brings attention to the misalignment that often occurs between a business’s corporate social responsibility strategies and organizational leadership. BrewDog, an iconic Scottish rebel in the craft beer marketplace, proudly passed the rigorous ethical B Corp Certification standards only to relinquish it less than two years later amidst growing concerns of unethical treatment of employees. Ensued with conflicting public messages, the response of executive leadership led by CEO and co-founder James Watt, seemed misleading and misaligned with previous responses and actions. In one message, Watt proudly touted BrewDog’s positive impact on society and the environment. However, an opposing message emerged from over 100 BrewDog former and current employees.  They accused Watt of unethical treatment and abusing his leadership position resulting in a toxic work culture within the organization.