What a sale tells us
A purchase is evidence of a commercial decision. It does not on its own demonstrate an improvement in an animal’s experience. The number of animals passing through an installation describes potential reach.
What an impact claim needs
Define the intervention, comparison, period and animal outcomes. Explain the uncertainty and what Aelzia actually helped cause, accelerate or improve. Avoid assigning the full effect of a multi-party project to one participant.
An honest reporting habit
Maintain separate records for activity, revenue, adoption, observed outcomes and contribution. Report an unknown as an unknown. A project can make commercial progress while its welfare effect still needs evaluation.