A Goal in Every Cup. Lavazza Approach in Integrating the SDGs into Strategy


  • Mario Cerutti
  • Veronica Rossi




Stakeholders, Sustainability Strategy, Agenda 2030, SDGs, Lavazza, Goal Zero, Goal Prioritization, Global Markets


The achievement of the Sustainable Development Goals (SDGs) requires a multi-stakeholder approach, calling upon governments, international organizations, nonprofit organizations and companies to act, everyone in its own capacity and within its sphere of influence.
In their efforts to adopt an effective sustainability strategy, Lavazza and Lavazza Foundation gave themselves a mission, which is summarized in the so-called “Goal Zero”: spreading the SDGs message to as many stakeholders as they can, by using all possible and efficient ways and means. The article describes how Lavazza’s people and suppliers, as well as young people and local communities, have been involved in an ambitious project to increase knowledge, understanding and achievement of the SDGs. Then, the article focuses on Lavazza’s categorization of the Goals into three levels: Priority, Impacted and Tool Goals.




How to Cite

Cerutti, M., & Rossi, V. (2019). A Goal in Every Cup. Lavazza Approach in Integrating the SDGs into Strategy. Symphonya. Emerging Issues in Management, (1), 86–95. https://doi.org/10.4468/2019.1.07cerutti.rossi