Revolt's 'Accounting for Impact' report shows the risks faced by businesses failing to communicate their purpose.

Creative consultancy Revolt researched and published in their “Accounting for Impact” how brands are hurting themselves by not communicating their purpose properly. This means that brands can do good socially or environmentally but without proper recording, they are unable to demonstrate effectiveness of their conscious marketing.

When Revolt analysed the most effective purpose campaigns in 2023 identified by WARC, it found that out of 36 only five managed to demonstrate their measured approach through financial backing, showing potential return on investments within the campaigns.

Brands can miss out on creating credibility for themselves without proper purpose measurement. Also, their reputation can turn sour if they're unable to demonstrate the impact they have contributed which leaves them vulnerable to accusations of green-washing or purpose-washing.

The fear of green-washing accusations grow as the EU works to create verification systems to companies that want to claim they are environmentally conscious.

Revolt has devised an approach that brands can use to help keep accountable and record their purpose measurements. Adopted from non-governmental organisations (NGO’s) and impact investing spheres, the first phase is to adopt an impact model. This will ensure businesses are aware of the impact it has on the environment and social structures.

The second phase regards analysing purpose campaign data. Proper collection of data and analysis ensures that a brand can account for its impact.

The final stage is communicating these purpose measurement plans and data. By being transparent with the public regarding purpose campaigns, a brand can ensure it builds credibility and reputation.

Alex Lewis, co-found of Revolt, comments: “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 fuelling growth-driven marketing.”