“Sustainab-lization”: Sustainability and Digitalization as a Strategy for Resilience in the Coffee Sector

COVID-19 has had a dramatic impact on the world. This study aims to investigate the possible implications of COVID-19 on sustainability and digitalization initiatives, by exploring a sample of 15 Italian coffee companies located in Northern, Central and Southern Italy, to highlight any differences and at the same time identify which are the main strands of their resilient behaviors. “Sustainab-lization” is our idea to define a business model in which sustainability and digitalization are closely related in companies’ strategic initiatives. We have analyzed the various actions which have been undertaken to get out of the COVID-19 crisis, focusing on initiatives related to sustainable development and digitalization, critical also to fulfilling some of the 17 Sustainable Development Goals of the 2030 Agenda. Most of the companies have invested in sustainability and digitalization. The results show, for most of them, a resilient approach towards a sustainable business model, and also through increased digitalization.