quite a mouthful, right? sometimes, it has to be. the hard truth is doing good is just not enough. you have to prove it. and for that, you’ll have to measure it. share the results. and then announce the vision plan. now here’s how it gets tricky. no one talks about ‘how’ they measured the good. they all focus on the ‘why’. and that’s, well to put it mildly, cheating with the consumers’ trust. 

with ethical marketing on the rise, brands are increasingly looking for ways to quantify their positive social and environmental impact. but how exactly should you measure the success of values-driven marketing efforts? here are some tips and tools to consider:

it all starts (and ends) with business

let’s be real. economics dictates philanthropy. so, it’s pragmatic to keep the two in a symbiotic relationship. a happy marriage, if we dare. start by linking ethical initiatives to concrete business goals. like, say, are you driving new customer acquisition through purpose positioning? or improving brand affinity for existing buyers? reducing churn through transparency? every. single. initiative. must be matched with a goal. this will simplify your understanding of the performance and ROI. 

here’s a tip: start by tracking specific metrics like revenue growth, cost per lead generation, and customer lifetime value. 

know thy consumer 

businesses need time to grow. and timing to die. with the magic wand of social media, consumers can turn the tides of time. dr. who, anyone? 

what do you need to do? speak to your consumers. surveys and focus groups can provide qualitative data on how ethical marketing affects brand perception and consumer attitudes. trust, affinity, pride in purchasing, and habit of purchasing are good areas to begin with. 

use social listening tools to collect feedback at scale. monitor the pulse of your consumers, especially during ongoing campaigns. see how they react. what did they expect from your brand? what is their complaint? everything. and then act on it. see what’s feasible. and what could be postponed for later. remember, a late announcement is still an announcement. but a false one is just a lie. 

measure and give context

this is the important one. how would your consumers understand the impact of your social and environmental initiatives? can you explain in simple terms? like no jargon at all? you can do that if you can quantify the results. in English, give context. here’s a simple example: to offset 1 tonne of CO2, you would need between 31 - 46 trees. in the last year, our brand, through its various environmental campaigns, planted a total of 30,000 trees across the city. 

you can include metrics like pounds of waste diverted, carbon emissions reduced, and number of volunteer hours contributed. and share stories of who specifically benefits from initiatives. for the money-oriented, dollars or resources donated to causes.

seek validation

we all love genuine validation. (isn’t our site just plain wow?) seek certifications that validate social/environmental commitment. these certifications demonstrate a brand’s expertise and knowledge in sustainability practices and its commitment to making a positive impact. this helps stamp trust in your consumers’ minds. don’t worry, we’ve got you a list to consider. 

1. Global Reporting Initiative (GRI) standards: GRI provides a comprehensive framework for sustainability reporting, helping organizations measure and disclose their social, environmental, and economic impacts.
2. leadership in energy and environmental design (leed): leed certifications are offered by the U.S. Green Building Council and validate expertise in green building design, construction, and operations.
3. association of Climate Change Officers (acco): acco certifications demonstrate proficiency in climate change mitigation and adaptation strategies, helping professionals address the challenges of climate change.
4. Sustainability Accounting Standards Board (SASB) standards: these certifications focus on sustainability accounting and reporting, providing professionals with the skills to integrate sustainability into financial decision-making.
5. Certified B corporation: B Corp certification is awarded to companies that meet rigorous social and environmental standards, demonstrating their commitment to using business as a force for good.
6. certified sustainability professional (issp-csp): offered by the International Society of sustainability professionals, this certification validates expertise in sustainability strategy, implementation, and management.
7. certified environmental professional (cep): the cep certification, offered by the Academy of Board-certified Environmental Professionals, recognizes professionals who have demonstrated knowledge and experience in environmental management and sustainability.
8. certified sustainable development professional (CSDP): the CSDP certification, offered by the Association of Energy Engineers, validates expertise in sustainable development practices, including energy efficiency, renewable energy, and environmental management.

doing good is… good. measuring and improving on it is even better. they help in evaluating the impact of ethical marketing, understand the effectiveness of initiatives, and communicate the positive outcomes to stakeholders. utilize the above-mentioned metrics and tools to track your brand’s social and environmental performance, make data-driven decisions, and continuously improve your brand’s ethical practices. 

if you need help with your ethical marketing, hit us up. we swear by ethics and promise we’ll show you the right way. happy ethical marketing!