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Submitted by: Corktown Seed Co.
Posted: Jan 14, 2014 – 03:12 PM EST
TORONTO, Jan. 14 /CSRwire/ - A new analytical tool called Good Measure launches today to help companies communicate their Corporate Responsibility (CR) work more effectively. Good Measure surfaces what’s meaningful to consumers and other stakeholders giving companies clear direction on what will spark engagement around their CR efforts.
Corporate Responsibility has become commonplace in businesses around the world and reporting out on this work is rising. According to KPMG’s Survey of Corporate Responsibility Reporting 71% of 4,100 companies surveyed globally publish CR reports, up 7% since 2011. Among the largest 250 companies, 93% report on Corporate Responsibility. However, most reporting is dense and complex, designed more for compliance than engagement. Good Measure helps companies identify what aspects will resonate emotionally and intellectually with their audiences, pointing the way for communications that will drive engagement.
“With information overload one of two things can happen, says Julia Howell, Cause Partner at Corktown Seed Co. the developer of the new tool. “Either no one pays attention at all, or the attention is negative,” she explains. Howell says the absence of focus in communications can suggest a lack of genuine interest or discipline around the work. The risk is that today’s social media savvy consumers will read business claims as empty feel-good platitudes and will publicly condemn them.
“This isn’t about blowing horns, adds Howell. “This is about having a license to focus so that meaningful change is possible. Stakeholder involvement in Corporate Responsibility is an integral part of achieving social and environmental impact. Companies can be powerful catalysts for change but they can’t do the work alone.”
Good Measure is a survey tool that assesses what matters to stakeholders by analyzing how they engage with social and environmental issues. Rather than measure perceptions, the tool captures actions as an indicator of deeply held values.