STiR coffee and tea magazine

STiR coffee and tea 21 BUILD YOUR TEA We develop individual packaging solutions according to your needs. Environmentally friendly, too. Hälssen & Lyon offers a unique range of premium teas, fruit blends, herbal infusions, tea specialities, and instant products for your custom-made tea. Furthermore, we provide you with a large choice of packaging options. Do you want to launch an eco-friendly tea product? We are there to help with our longstanding expertise in producing tea products with packaging from naturally renewable raw materials. Beyond that, we can assist you with the planning of your production and the further development of your innovati- ve product line to your customers' full satisfaction. Add your brand design and the product is ready to enter the market with impact, quality, and individuality! www.haelssen-lyon.com How to Determine ROI on Social Impact? A constant challenge which arises in the conversation around social impact work and how it influences the bottom line, or the revenue growth, of a business is how to measure it. When a business is purely a social en- terprise—with stakeholder benefit baked into each aspect of its cultural and orga- nizational DNA—it is easy enough to as- sume that any growth is attributed to, or influenced by, social impact. For example, in a typical "producer- first" coffee importer—take any number of case studies, including Sustainable Har- vest, Catalyst Trade, Terra Negra, JNP, just to name a few—the entire business is set up to benefit those downstream, so any profit or success is easily tied to the impact portfolio. When every marketing campaign highlights working conditions on the farm level and every employee is recruited through their idealism, the busi- ness is a unified "Good Growth" thesis statement in the making… which is easy enough to credit. But how does a more traditional busi- ness measure the impact of social pro- gramming on its success, when sustain- ability is just part of its business endeavors and often not fully embraced throughout the organization? This is where things get sticky, due to a wide variety of factors. Companies as substantial as Unilever face this measurement challenge and acknowl- edge it publicly. In 2020, Unilever stated, "When we set our Unilever Sustainable Living Plan targets 10 years ago, we knew we would have to work immensely hard on multiple fronts to meet them. And that's what we have done. What we didn't realize was how hard it would be to mea- sure our progress." Marketing vs. Reality Another constant and broadly-under- stood challenge is the question of how much public discussion around com- pany social impact work is reflected in its operations, and how much is solely for marketing purposes. This is widely known as "greenwashing", or even "cof- feewashing" (recently coined by Fionn Pooler), and further referred to by Unile- ver's CEO Alan Jope as "woke-washing" when he spoke in 2019 on the topic in Cannes. "There are too many examples of brands undermining purposeful mar-

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