Environment
The new dog is carbon neutral.
Every dog is carbon neutral for the whole of its life. This is not a target. This is arithmetic.
Our position
We made the dog. The dog made the difference.
We did not start with an environmental policy. We started with a dog, and we made it smaller, and we have been counting the difference ever since.
The average dog is a substantial product. It eats, it sheds, it travels, and it is manufactured to a specification that predates the living room. We looked at the dog’s entire lifecycle — the food, the vet visits, the coats, the journeys, the things it drags home — and we reduced what could be reduced. The dog SE eats approximately half the food of a conventional dog. The conventional dog is not our dog. We are not responsible for the conventional dog. We are responsible for our dog.
The result is a product that is carbon neutral across its lifetime. We have verified this. We are the only verifier. We are aware of what this means. The dog is aware. The dog is neutral.
The Breathe Programme
The dog offsets its own lifetime emissions.
The dog inhales. The dog exhales. The balance is zero.
The Breathe Programme is not a programme. The dog breathes. The dog has always breathed. We have named the dog’s breathing a programme, and we are the only ones who call it that. The name was chosen because it sounds like the kind of thing a company would have. We are a company. We have the programme. The programme is the dog.
Every dog’s lifetime emissions — the food, the journeys, the everything — are offset by the dog itself, continuously, from the first breath to the last. The dog does not need to do anything. The dog is doing it. The dog has always been doing it. The dog will not be billed separately.
Design
A smaller dog is a smaller footprint.
35% smaller
The dog SE has a footprint 35% smaller than the dog we originally designed. We did not intend the dog to be smaller. The dog became smaller when we removed the parts the customer does not use. The environment has benefited. The environment has not been consulted. The environment is consulted about nothing.
Half the food
The dog SE consumes approximately half the food of a conventional dog. Less food means less production, less transport, and less of everything. The dog SE eats one meal per day. The meal is the dog’s. The savings are the planet’s.
Renewable by design
The dog runs on food. Food is renewable. The dog’s output is compostable. The dog is a closed loop that occasionally needs the garden. We recommend the garden. The dog recommends the garden.
No conflict minerals
The dog contains no minerals at all. The dog is not an electronic. The dog is a dog. We are frequently asked to confirm this. We confirm it. We confirm it in every footnote.
Battery-free
The dog does not plug in. The dog sleeps. Sleep is the dog’s battery. Sleep is included. The dog has one of the most efficient standby systems in the industry. The industry is dogs.
No upgrades required
The dog does not become obsolete. The dog becomes older. We do not manufacture replacement dogs to a yearly schedule. We manufacture the dog once. The dog is the dog. This is the most environmentally significant decision we have made, and it is also the decision that makes the least commercial sense. We have made it anyway.
Packaging
The box is recyclable. The dog is not.
The new dog ships in a cardboard box containing a dog. The box is recyclable. The dog is not. We do not recommend recycling the dog. We recommend keeping the dog. The dog has been designed to be kept.
The dog produces waste. The waste is organic and compostable. We recommend composting. The dog recommends the garden. The garden has not been consulted. The garden is consulted about nothing.
Facilities
We did not build a headquarters.
Companion Systems operates above an existing carpet shop in Nuneaton. The carpet shop was there before us. We did not build a campus. We built a second room. The second room is next to the first room. The second room contains a desk, a kettle, and a carpet.
The carpet shop is the most efficient building we could have chosen. We chose it because it was already there and because the carpet shop is below us and the relationship is good. The relationship is good because the carpet shop can hear everything and has never mentioned it. We do not mention the carpet shop’s carbon footprint. The carpet shop does not mention ours.
Progress report
Our environmental progress, 2025.
The dog is carbon neutral. That is the entire report.
We publish an annual environmental progress report. The 2025 report is four pages long. It contains the words ‘the dog’ 212 times. The report is available on request. The request is noted. The report is also this page. This page is longer than the report. The page is the report’s public face. The report is the page’s filing cabinet.
Environment
Choose a neutral dog.
Every model is carbon neutral for life. The dog SE is the most neutral, because it is the smallest, and the smallest is the most neutral. We have prepared the arithmetic. The arithmetic is above.
The new dog is carbon neutral for the whole of its life. This claim is verified by Companion Systems Ltd, which is the only verifier. The dog is a living animal and is not a consumer electronic. Companion Systems Ltd is registered in England and Wales. Part of joel2.com.