If you are looking for PR, you are doing purpose wrong, Dove's vice-president for global and North America, Firdaous El Honsali, declared to The Drum recently. If your metric is the PR you created out of it, then that doesn't say a lot. Then, you'll be stuck in a position where you need something new every time to drive more PR. This mindset leads to superficial outcomes rather than meaningful change.
El Honsali believes brands should be measuring the impact on people's lives or on the planet. So, how many kids did you encourage to play sports? How many hectares of forest did you restore? This should then be benchmarked to make sure the impact is significant enough. A focus on tangible results can guide future investments and help brands become more effective in their purpose-driven initiatives.
Are you matching a real problem with a real solution? I want to see real social impact, things that are actually making people's lives better, El Honsali argued. It is crucial for brands to align their initiatives with genuine societal needs, ensuring their actions are not just performative, but truly beneficial to communities and the environment.
Kate McGarrahan, strategy director at Revolt, notes that there's a lot of jargon and terminology when it comes to impact measurement that can very quickly turn marketers off. But she counters that it can be as simple as applying marketing measurement to methods that already exist in the non-profit world. This approach can demystify impact assessment and make it more accessible for brands.
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