Judging a business Giving back to society as vital as profit-making In recent years, measuring the societal impact of business has become an increasingly important metric in judging the “worth” of businesses. Globally, in C-suites, boardrooms as well as within the investing community the contribution that businesses collectively and individually make to Sustainable Development Goals (SDGs) is seen as on a par with profitability, capital growth and dividends. As such, pressure has been growing on companies to be seen to be giving back to society in a meaningful and measurable way. And this makes sense. Direct involvement from business shares the burden with government efforts. Direct involvement instils a sense of responsibility and well-being amongst employees. Consumers are increasingly conscious of the products they buy, and brands are increasingly working to align themselves with these views.