Any true measurement of the social impact of a purpose campaign should start by analysing the impact on employees. Total transparency around the goals and achievements of each campaign will help businesses bring the wider team along with them, and in turn help consumers see it is a genuine effort.

The Body Shop has a number of ongoing initiatives, such as its ‘Forever Against Animal Testing’ petition to get animal testing in cosmetics banned worldwide. It is aiming to reach 8 million signatures to present the UN this year.

Jessie Macneil-Brown, head of global campaigns at The Body Shop, reports back to her wider team every week on the number of signatures gained, as well as sharing information on the campaign’s social media engagement and the number of meetings secured with politicians in a bid to drive policy change. Each week she also updates the international team on the progress of the campaign, best practice and shares details on how other countries are performing.

All this information feeds into the market research team’s analysis of customer opinions, which tracks how consumers and supporters are responding to each Body Shop campaign.

Every employee is a brand ambassador for your company. Unless they are inspired by your own campaigns, how could you expect consumers not working at the company to be inspired?
Raja Rajamannar, Mastercard
The brand also adheres to its wider ‘Enrich Not Exploit’ corporate responsibility framework, which is based on 14 publicly reported targets. The Body Shop first reported back on these targets in June 2017, with a further update expected in the middle of this year.

“Everywhere we are measuring and using indicators and we’re being very transparent to our customers, the general public and our internal staff,” says Macneil-Brown. “From staff to customers to the wider impact you are having on society, you set up those indicators when you start your programme.”

Sourced through Scoop.it from: www.marketingweek.com