Indicators, examples, and keys to move from purpose to measurable results
By Enrique Burgos
In marketing, we measure everything
Clicks, opens, conversions, NPS, CAC, ROAS.
But when it comes to social impact, many brands lose their compass.
They want to change the world but aren’t sure how to prove they’re making a difference.
The truth is that purpose means nothing if it can’t be demonstrated.
Brands with real impact understand that measuring is just as important as communicating.
There is no reputation without data.
And impact starts at home — with the people who make up the company.
What do we mean by social impact in marketing?
It’s the set of positive, intentional, and measurable effects that a brand generates in its environment — society, the planet, and within its own organization — through its campaigns, products, decisions, and corporate culture.
Why measuring social impact matters
Measuring social impact is not only a matter of responsibility.
It’s a strategic tool to manage, improve, and communicate with authenticity.
Below you’ll find five key steps to start (or improve) your impact measurement system — combining quantitative and qualitative metrics, internal and external, that connect both with your business and your organizational culture.
1. Define what you’ll measure: what change do you want to create?
Start by connecting with your purpose and value proposition. Ask yourself:
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What problem are you helping to solve?
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Who benefits from your products, services, or campaigns?
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Which indicators would show that you’re on the right path?
Your measurement framework should reflect your ambition for change and align with your business strategy.
It’s not about inventing new metrics, but rather giving new meaning to the ones you already use.
2. Combine quantitative and qualitative indicators
Quantitative indicators
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Number of people directly or indirectly benefited
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% of recyclable, reusable, or carbon-neutral products
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Reduction in CO₂, water, or energy use
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Participation in campaigns (donations, volunteering, events)
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% of employees involved in impact programs
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Internal satisfaction ratio with sustainable culture
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% of marketing budget allocated to impact initiatives
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Number of partnerships with NGOs or third-sector organizations
Qualitative indicators
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Testimonials from beneficiaries, employees, or communities
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Changes in brand reputation or public perception
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Team pride in the company’s mission
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Capacity to inspire behavioral change in consumers
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Recognition in sustainability, diversity, or CSR rankings and awards
Tip: connect each KPI to an impact driver.
What are you trying to transform? How does it relate to your business or internal culture?
3. Integrate measurement and visualization tools
If you want to professionalize your impact measurement, you need tools that connect data, simplify insights, and support decision-making.
Some used by major brands include:
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Google Data Studio or Looker for dashboards
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Tableau, Power BI, or SAP Analytics to link metrics with strategic goals
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HubSpot or Salesforce to connect impact with marketing automation and CRM
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ESG platforms to track standardized environmental and social KPIs (GRI, B Corp, SDG Tracker…)
Ben & Jerry’s, for example, has turned measurement into an extension of its activism.
Every year, it reports on the number of campaigns launched, partnerships with NGOs, and the percentage of profits donated to social causes (7.5%).
Its marketing is directly tied to the impact it seeks to achieve.
4. Don’t start with perfection — start with something real
Many brands don’t measure because they believe they need the ideal system in place first.
They don’t.
It’s better to have three imperfect metrics than zero perfect ones.
You can begin with a simple Excel template and five indicators, reviewing them quarterly.
Run internal surveys about purpose.
Listen to what people say about your activism on social media.
Measure your team’s participation in social initiatives.
That’s also impact.
5. Look inward: your employees are your first audience
A purposeful brand starts with how that purpose is lived within the organization.
Here are some questions to guide your internal measurement:
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How many employees feel their work has meaning?
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Do they engage in the causes your brand communicates externally?
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Do they have real channels to propose impact ideas?
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Is there training on sustainability or diversity?
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Do you measure purpose-related pride of belonging?
Salesforce, for example, has turned its Ohana (extended family) culture into an internal measurement tool.
It tracks satisfaction, mission engagement, and team participation in social actions.
This approach has boosted retention and strengthened its reputation as a values-driven company.
Microsoft, meanwhile, communicates with full transparency — even about its failures.
In its 2025 Sustainability Report, it revealed that emissions had risen by 23% in a year, despite its goal of becoming carbon negative.
Why? Because impact must be measured rigorously, even when the results aren’t favorable.
That’s what builds trust.
5 key takeaways
- Social impact can and must be measured.
- Combine quantitative and qualitative, external and internal data.
- Start measuring something — but start.
- Connect your measurement with both business and culture.
- If you can’t prove your impact, you can’t communicate it credibly.