A Demos model for measuring the social value of business sponsorship
The growth in Social media use and Corporate Social Responsibility (CSR) are inextricably linked. With access to real-time information on companies are up to, and what the world work thinks about it, social media holds businesses to account. And they know it. So more and more, companies are seeking to be perceived as socially responsible. For example, by backing positive, healthy initiatives, like the London 2012 Olympic Games.
And it works beyond the perception. Behaviour is changed. Positive outcomes are achieved, e.g.
“Procter and Gamble, another Games sponsors, has also been doing this for a while. One of its many brands, Ariel, ran a campaign called Cool Clean to try and get customers to wash clothes at 30 degrees. Peter White, P&G’s global sustainability director, says proudly, “In the UK, only around 2% of consumers were washing their clothes at 30 degrees or lower in 2002. By 2011 this had risen to over 30%. In the Netherlands it has reached over 50%.” He also points to a Pampers-Unicef collaboration that vaccinated over 100 million mothers and babies in 46 countries against neo-natal tetanus.”
Tim Smedley on the new Guardian Sustainable Business Social Impact hub
But how can we measure programmes relatively? Consistently? As brand managers, marketers or CSR professionals?
Demos have recently teamed up with Coca-Cola to try and answer this question. Their efforts have resulted in a proposed new model, to help business people measure and compare the difference their sponsorship / CSR activity makes:
Disclosure: P&G is a current client and Guardian Sustainable Business are a former employer