What is the difference between socially conscious consumers and consumers that respond to 'social value drivers,' and how can a company capitalize on this distinction? What is a brand's 'social value proposition,' what kinds of value does it deliver, and how do you measure that? What core business benefits can be associated with a well-positioned 'social value proposition'?

1. Measuring the Core Business Benefits of a Social
Value Proposition
The New Metrics of Sustainable Business 2013
Jason Saul, Mission Measurement

2. Measuring the Core
Business Benefits of a
Social Value Proposition
Jason Saul
Founder and CEO, Mission Measurement
The New Metrics of Sustainable Business

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© 2013 Mission Measurement, LLC
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3
The Business Logic of CSR

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The New Logic is Consumers

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Consumers Are Looking For the X-Factor

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What’s Behind The X-Factor
Extrinsic Benefits Intrinsic Benefits

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Consumer Benefits for the Fast-Food Industry
Identifying Industry Value Drivers
Consumer Choice
10%
Consumer Choice
30%
Consumer Choice
60%
Affordability
Easy to Purchase
Product Variety
Perceptions
Quality Food
Easy to Eat Healthy
Family Health
Environment
Kids Heal
Community
Support
Nonprofit
Partnerships
Healthy
Meals
Convenience
Variety
Quality
Packaging
Taste
Extrinsic Value Drivers Intrinsic Value Drivers

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The Most Impactful Social Value Drivers for Fast-Food
Most Impactful Value Drivers in QSR Industry
(Impact Score on Consumer Preference)
= Most Impactful Social Value Drivers
= Traditional Value Drivers
Location and convenience 63
Tasty 63
Always the lowest priced 64
Benefit C 67
Benefit B
Average = 50
68
Best value 69
Healthy product choices 70
Favorite meals 72
Tasty products 74
Benefit A 83
Uses fresh ingredients 98
Best ingredients 100
Special menus 52
Customizability 54
Safe food practices 56
Benefit D 61

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The Least Important Social Value Drivers for Fast-Food
Least Impactful Value Drivers
(Impact Score on Consumer Preference)
Average = 50
Contributes to social causes 24
Uses recyclable packaging 27
Benefit G 28
Uses organic igredients 28
Best kids’ toys 11
Benefit H 18
Fights obesity 29
Healthy food for kids 31
Fast drive-thru 32
Benefit F 33
Energy efficient 34
Corporate transparency 34
Benefit E 35
Open 24 hours 35
= Least Impactful Social Value Drivers
= Traditional Value Drivers

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Ranking Brand Performance across the Social Value
Index
Fast-Food Industry Social Value IndexIllustrative
Rank
3
4
2
1
5
Score
79
72
82
89
68
Change vs.
Past Year
+3.2
-4.3
+1.5
+4.2
-3.6
Brand

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The Social Value Proposition™
Core Business
Strengths
Social
Impact
Consumer
Demand
SVP
A Social Value Proposition™ is a promise to deliver benefits that a
customer values from the social impact of a product, service, or brand.

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Contact Information
Jason Saul, Founder and CEO
Shawn Basak, Director of Corporate Strategy
sbasak@missionmeasurement.com
Mission Measurement, LLC
2 N LaSalle Street, Suite 1150
Chicago, IL 60602
United States
www.missionmeasurement.com
@MissionMeasure
For more information about Mission Measurement and the Social Value Index contact
us at: svindex@missionmeasurement.com