Kantar and Others Adopt Glow Sustainability Metric SRS

Australian market research technology platform Glow is developing its sustainability metric the Social Responsibility Score (SRS) as a standardized, cross-industry initiative and says it is currently being integrated into the offerings of Kantar, PwC Australia and other research and advisory businesses.

Glow began development of SRS in 2021, and in July 2022 rolled it out in the US and UK. The metric aims to help business leaders link sustainability to customer and employee loyalty, as investment in ESG and sustainability programs continues to rise, driven by legislative compliance, shareholder expectations, employee demands and changes in consumer attitudes and behavior.

Glow, which has additional offices in the UK and the US, says the SRS is intended as an easily deployed perception measure of sustainability ROI, developed from more than twenty-five million brand interviews over the last four years. The metric captures feedback from consumers, customers, employees and investors and can be benchmarked across brands, geographies and time, creating a common language for performance evaluation.

With Kantar and PwC Australia already integrating SRS into their existing measurement and transformation solutions, the metric is being evaluated and piloted by five other global research and advisory businesses; and Glow says SRS data is already used in ongoing research programs supported by Cint, NIQ and publisher 3BL Media.

Glow CEO Tim Clover (pictured) comments: 'The lack of standardized global measures to gauge stakeholder response to ESG/sustainability efforts has made it hard for businesses to prove ROI on sustainability programs and hampered investment up until now. We are excited that Kantar and PwC Australia are supporting SRS. The more we all speak the same language, the more positive impact can be created for businesses, the communities they serve, and the environment'.

Jonathan Hall, Kantar's global leader for Sustainable Transformation adds: 'We hear often from clients that they need a simple, common language for measuring sustainability, which is why we support this industry-wide opportunity to maximize our impact. No agency can solve this problem on its own. We have already integrated SRS into tracking for one of our global clients and can see how it adds value to our existing comprehensive measurement framework. We are happy to be collaborating across the industry on a standard metric that promotes positive action'. PwC Australia Markets Leader Tom Gunson says taking a evidence-based approach to measuring the effects of ESG actions on all stakeholders is 'new and exciting', adding: 'Combining consumer-driven data with our ESG, analytics and consulting solutions provides new insights on what is working well and what areas require more focus'.

Web sites: www.srsmetric.com , www.kantar.com and www.glowfeed.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.