MONDAY 29 APR 2024 10:00 AM


Most young employees are willing to receive a lower pay working at a responsible organisation than higher pay at an irresponsible one, data shows. However, as business consultancy Revolt highlights, companies struggle to measure their good doings.

A study from Fast Company reveals that 75% of millennial workers would take a pay cut to work at a responsible company. 

Business consultancy Revolt highlights that companies lack the means to measure the good they do. This comes as new research shows that only 14% of the ‘most effective’ marketing and advertising campaigns are fully accounting for their impact, specifically by financial means.  

With the lack of evidence for their sustainability or social responsibility efforts, companies are being called out for green and purpose-washing. This coupled with upcoming EU greenwashing regulations are leaving many brands in search of new methods to measure their impact.  

Revolt suggests three steps for brands to report growth and impact with the first being adapting an impact model like the ones used by NGOs and charities. Key elements to include would be evidence of causality and linking brand’s actions to the social and environmental results. 

Next Revolt points to a keen focus on campaign data not only to measure current effectiveness, but also to predict future figures. 

The final component is communicating impact results to both internal and external audiences in order to build credibility. 

Revolt co-founder Alex Lewis believes both measuring and reporting these figures is crucial, saying: “While reporting on brand growth is second nature, purposeful brands rarely account for or report on the wider impact they’ve made, largely due to a lack of expertise and resource. Accounting for impact takes marketing’s existing measurement effectiveness muscle and applies it to social and environmental metrics, helping to unlock further purpose investment and fueling growth-driven marketing.”