Impact and sustainability are closely intertwined and are expected to converge further towards 2030. Many universities and businesses have stated their support for the UN Sustainable Development Goals (SDGs). But how can we operationalise this support for hospitality knowledge production and impact, and how can we ensure that our work has a positive or even transformative impact on our business and our stakeholders? How can universities evaluate the work of their researchers for its impact, both in the process of and outcome, rather than for quantitative metrics? What drives businesses to the ambition of having a positive social impact, other than expected effects on firm performance? How can we move beyond “stopping with plastic straws” initiatives and drive fundamental circular projects for true impact?