ABSTRACT
Measurement is key for brands on a mission. They need to be confident that the social purpose is helping the brand grow while doing genuine good in the world. By tracking the resources devoted to different projects, and then how much each resource moves the needle on key goals, brands can build models with the likely return on investment, and then budget with confidence. Beyond budgeting, the measurements give project team’s essential feedback for improving their social mission work over time. When it comes to boosting public health and other social purposes, however, brands struggle to integrate measurements of both business and social impact into their plans. To sustain its efforts, a brand on a mission needs to go beyond the direct social impact and measure its effects on multiple levels—that of the brand, the organisation overall and the ripple effect the work is having in the public sector at large.
