Maria Mikova on the role of business in creating meaningful social impact — and the power of long-term investment in people and communities.

Editor-in-Chief of Lider.bg Martina Karakoleva spoke with Maria Mikova, External Communications Manager at Coca‑Cola HBC Bulgaria, following the System’s recognition as “Investor in Society” at the Annual Responsible Business Awards organized by the Bulgarian Business Leaders Forum (BBLF).

The distinction honors the Coca-Cola System in Bulgaria for its long-standing commitment to the country’s sustainable development — through consistent investment in people, local communities, and socially meaningful causes, as well as through a strategic approach to corporate social responsibility that delivers measurable impact.

Could you tell us more about the key causes and initiatives behind Coca-Cola’s “Investor in Society” award in Bulgaria — and how, together, these projects create a sustainable model with a real impact on people, communities, and the environment?

What connects all our initiatives — from our educational program #YouthEmpowered and the volunteer-led “My Green City” campaign to our support for local communities during times of crisis — is our focus on long-term, measurable impact.

Since launching #YouthEmpowered in 2017, we have helped more than 36,000 young people across Bulgaria gain the skills and confidence needed for a stronger start to their careers. Meanwhile, “My Green City,” now in its eighteenth year, reflects our enduring commitment to environmental stewardship.

And these are not just promises on paper. Together with our volunteers and partners, we have restored more than 1,550 decares of polluted land around water basins, collected over 11 tons of household waste for recycling, planted more than 3,000 trees, reforested over seven decares of woodland, cleaned more than 30 kilometers of coastal areas, and carried out countless community actions, both large and small.

I believe these efforts together form a sustainable model — one that combines economic value with social and environmental responsibility, while proving that consistent action can lead to meaningful change for people and communities alike.

For 60 years, the Coca-Cola System in Bulgaria has been part of the country’s economic and social fabric. How has the understanding of sustainable development evolved over the years — from a corporate commitment into a genuine philosophy of action?

Today, we no longer see sustainability as something separate from the business — it is embedded in the way the business operates. Progress in this area creates value for our communities, partners, and the environment, while also strengthening our resilience and supporting long-term growth.

Our company does not exist in isolation, and every initiative we support as a team demonstrates that when sustainability becomes part of everyday processes, it naturally evolves into a mindset and a way of working.

A good example is our long-term partnerships with nonprofit organizations in Bulgaria, as well as the active involvement of our employees as volunteers. Last year alone, hundreds of colleagues dedicated more than 1,300 hours of volunteer work to environmental, social, and educational causes.

We continue to expand partnerships such as the one with the National Volunteer Association in Bulgaria — not only through a donation of more than €100,000 from The Coca-Cola HBC Foundation to support wildfire prevention efforts, but also through hands-on training programs for our teams and for communities in more than 100 towns and villages across the country, aimed at prevention and emergency preparedness.

It is through these consistent, practical actions that sustainability moves beyond a statement of intent and becomes a force for real change — both for business and for society.

In corporate communications and social responsibility, words only matter when backed by action. In your view, what does modern leadership look like when measured not only by business performance, but also by the social impact it leaves behind?

In today’s world, good intentions and strong messaging are no longer enough — people expect action and tangible results.

To me, leadership means taking responsibility, and I am proud to be part of a company that invests time, resources, and energy into solutions with lasting value. At the same time, I believe not everything meaningful can be reduced to numbers and spreadsheets.

Last year, for example, together with colleagues, we removed hundreds of kilograms of discarded tires to help create a pedestrian walkway along the Perlovska River in Sofia. Yet the most meaningful part of that experience was not the amount of waste collected — it was the response from local residents who stopped to speak with us, thanked us, and shared their appreciation.

Those are the moments when you realize that true leadership is not defined solely by results on paper, but by the trust you earn and the positive difference you make in people’s lives.

You can read the full interview here.

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