Happiness Return in action: Insights from Plantix and Redefine Meat

The Happiness Return framework, developed by Happiness Capital, has been applied to various investments to assess their impact on stakeholder well-being and overall happiness. Two notable case studies that demonstrate the full framework in action – combining desk-based analysis with direct customer surveys – are Plantix and Redefine Meat.

Plantix case study:

Plantix, a Berlin-based company founded in 2015, specializes in plant disease detection using artificial intelligence and image recognition technology. To evaluate its impact using the Happiness Return framework, Plantix collaborated with Happiness Capital, SVT Group, and 60 Decibels to design and implement customer surveys.

Key findings from the 2021 Plantix survey include:

1. Stakeholder Impact: The survey identified smallholder farmers as the primary stakeholders, with 83% reporting improved quality of life due to Plantix.

2. Accessibility: 81% of users could not find a good alternative to Plantix, highlighting its unique value proposition.

3. Improved Farming Practices: 36% of farmers reported their way of farming had ‘very much improved’ due to Plantix.

4. Economic Impact: 26% of farmers reported their crop production had ‘very much increased’.

5. Challenges: 36% of users reported challenges, with 37% of these challenges remaining unresolved.

6. User Satisfaction: The app received a Net Promoter Score of 45, indicating medium satisfaction levels.

The survey also revealed areas for improvement, such as addressing the unavailability of recommended inputs locally and enhancing customer service.

Redefine Meat case study:

Redefine Meat aims to revolutionize the meat industry by producing plant-based meat alternatives. The company’s approach addresses several key issues in traditional meat production:

1. Environmental Impact: Traditional livestock production contributes significantly to greenhouse gas emissions. Redefine Meat’s plant-based alternatives have a lower environmental footprint.

2. Resource Efficiency: In the traditional meat industry, over 50% of the animal is wasted across the supply chain. Redefine Meat’s production process is more efficient, reducing waste.

3. Scalability: Redefine Meat’s technology allows for faster and more scalable production compared to traditional livestock farming.

4. Health Considerations: Plant-based alternatives can offer health benefits compared to traditional meat products.

5. Animal Welfare: By producing meat alternatives, Redefine Meat addresses ethical concerns related to animal farming.

The Happiness Return framework for Redefine Meat considers the following stakeholders:

– Consumers: Assessing the impact on health, satisfaction, and ethical considerations.
– Environment: Evaluating the reduction in greenhouse gas emissions and resource use.
– Farmers and Workers: Analyzing the impact on jobs and livelihoods in both traditional and new food production sectors.
– Local Communities: Considering the effects on local economies and food systems.

Survey data from both Redefine Meat’s customers and management team is currently being collected for 2024, the Happiness Return framework will assess the company’s impact across various dimensions, including:

– Environmental sustainability
– Health and nutrition
– Economic impact on various stakeholders
– Ethical considerations
– Innovation and technological advancement in the food industry

These case studies demonstrate how the Happiness Return framework provides a comprehensive approach for assessing and validating an investment’s impact, going beyond traditional financial metrics. By considering multiple stakeholders and various dimensions of well-being, the framework offers valuable insights for investors seeking to create positive societal impact alongside financial returns.

Read more:
Harvard Business Review –  
https://hbsp.harvard.edu/product/ST146-PDF-ENG

Stanford Social Innovation Report – 
https://ssir.org/articles/entry/venture-capital-happiness

Introduction to the Happiness Return (Part 1) – 
https://happinesscapital.com/introducing-the-happiness-return-part-1/

Introduction to the Happiness Return (Part 2) – 
https://happinesscapital.com/introducing-the-happiness-return-part-2/