New Metrics / It’s the same old story: Consumers say they care about social impact but their behavior just doesn’t match their statements. So marketers and brand managers have rightfully begun to doubt this claim. Why does this happen? Because the traditional approach to determining what social impact to fund has been more like guesswork than the rigorous consumer research approaches used for other marketing decisions. The result is that brands and companies spend literally billions of dollars on causes and issues in hopes their consumers will care. There must be a better way. And now there is... - 9 years ago