2. We developed the Good Measure survey tool to help connect purposeful
brands with what’s meaningful to their stakeholders.
Our research showed us that many organizations were using values as lofty
platitudes rather than as deep-seated drivers of engagement.
Rather than speculate, we felt that a true understanding
of someone’s values comes by learning what motivates
him or her to take action.
The Good Measure diagnostic gives you psychographic insight into what
your stakeholders truly care about. Based on proprietary research, Good
Measure analyzes how people engage in cause-related activities allowing
you to better pinpoint what they hold dear and how they can engage with
you and your brand.

3. Good Measure will sort the input from your stakeholders and assign them
to one of several Cause-Behaviour Profiles. This insight allows companies
to create sharpened corporate responsibility strategies and communications
that resonate deeply with customers, clients, employees and the conscious
consumer. Nonprofits can use it to build closer and lasting relationships
with their members and donors.
Enviro-
Activists
Good
Samaritans
Committed
Humanitarians
Cultural
Enthusiasts
Self-Reliant
Pragmatists
Athletic
Extroverts
CAUSE BEHAVIOUR CONTINUUM
Lifestyle/Activity Motivated
(Personal Focus)
Altruistically Motivated
(Social Focus)

4. E N V I RO-AC T I V I ST S
They live and breathe their values rejecting many of the social norms
and pastimes in favour of their own personal mission to do what’s right,
in particular for environmental causes.
G O O D SA M A R I TA N S
Champions of all worthy causes, they engage all the tools at their disposal
to support what they believe in.
CO M M I T T E D H U M A N I TA R I A N S
Fairness is what drives them and while they are unlikely to lead the pack
they have the highest level of social media engagement when it comes to
issues that matter to them.
C U LT U R A L E N T H U S I AST S
Their passion for art and culture is a way of life, a link to community, and
a path to personal fulfillment.
S E L F-R E L I A N T P R AG M AT I ST S
Their green credentials are solid but rarely go beyond their own backyards.
This group takes its personal responsibilities seriously and expects others
to do the same.
AT H L E T I C E X T ROV E RT S
Sport is at the centre of all things and they engage with gusto. This group is
more self-interested and the least likely to act philanthropically.

5. Contact Julia Howell to find out how Good Measure can
bring science to your good work.
Julia@corktownseedco.com
416-364-0797 x204