SDG Impact Reporting:
Module 3: Measuring What Matters

Proof Behind the Purpose: Using Metrics to Tell Your Story

Module Description

Welcome to Week 3! Last week, we did the critical work of framing your "Why." Now, we move to the second pillar of our framework: The 'What'. This module is all about demystifying metrics and giving you the tools to find the credible data that will prove your purpose. We will introduce a simple framework for thinking about metrics, show you how to move from tracking simple actions to powerful outcomes, and provide you with a dashboard template to start building your own data story.

What You’ll Learn

After completing this module, you will be able to:

  • Differentiate between actions, outputs, outcomes, and impact.

  • Identify a tiered set of "Good, Better, Best" metrics for your core SDGs.

  • Understand how to use advanced techniques like equivalencies and comparisons to make metrics more powerful.

  • Identify free tools to help calculate and translate your impact data.

  • Begin populating your own "Impact Metrics Dashboard" with core metrics.

This Week’s Assignment

Using your personalized SDG Metrics Starter Kit (which was emailed to you), complete the first draft of the "Impact Metrics Dashboard" section in your shared Impact Report Template.

E-Learning Course

Essential reading for Week 3 - Proof Behind the Purpose: Using Metrics to Tell Your Story

Lesson 1: The Impact Spectrum

Not all metrics are created equal. The most effective impact storytellers use a mix of data that shows a clear flow from their daily actions to the long-term change they are creating. We call this the 'Impact Spectrum'

Welcome to Week 3. You have all crafted powerful statements about the problems you exist to solve. Now, we're going to find the numbers that make those statements undeniable.

This week is about building the 'Proof Behind your Purpose.' We'll learn that metrics aren't about complex accounting; they're about finding simple, credible ways to measure what truly matters

Action

This is what you do. It's your process. Example: 'We use reclaimed fabrics

Plug in your energy or emissions data, and get it translated into relatable terms like "homes powered for a year" or "miles driven by a car."

Good
(Start Here - The Simple Output)

This is the easiest, most direct number to track. It's often a simple count of something you do. For a social enterprise, this is the 'number of people trained or wages paid.' For a circular brand, it's the 'lbs of waste diverted.'

This is your foundational metric.

Lesson 2: The "Good, Better, Best" Framework

🎯 Your Goal : Move beyond just talking about your Actions and start reporting on your Outputs and Outcomes

Better
(The Efficiency or Financial Metric)

This adds a layer of sophistication. It often involves turning your output into a percentage or a dollar amount.

Instead of just 'lbs of waste,' it's the 'percentage of our product made from reclaimed materials.' Instead of 'total wages paid,' it's “no. of people paid living wages”.

Starting to track metrics can feel overwhelming. The 'Good, Better, Best' framework is a simple way to get started and build momentum. For every impact area, there's a metric you can start tracking today..

Lesson 3: Level Up: How to Get to 'BEST' Metrics

Ready to make your data even more powerful? Here are three key techniques that the best brands use to turn good metrics into great stories.

EPA's Greenhouse Gas Equivalencies Calculator

Lesson 4: Bringing It All Together - 7 Principles of Great Data-Driven Storytelling

As you start to build your metrics, remember that they don't exist in a vacuum. They are part of a larger story. The most powerful brands weave their data into a narrative that touches on these seven core principles.

The Flow of Metrics

Simple Survey Tools
(Google Forms, SurveyMonkey)

Your Assignment this Week

Now it's your turn. This week, we have sent each of you a personalized SDG Metrics Starter Kit. This document analyzes your current data approach and provides a tailored 'Good, Better, Best' menu of potential metrics designed specifically for your business.

Your assignment is to use this personalized guide to complete the first draft of the 'Impact Metrics Dashboard' section in your shared Impact Report Template. Aim to choose at least 3-5 metrics that feel both meaningful and manageable to start tracking.

That's it for Module 3!

Best
(The Aspirational Outcome Metric)

This is the holy grail. It measures the real-world change you've created. It often requires a comparison (vs. business as usual), equivalency or a simple survey of your stakeholders.

These are the metrics that tells the most powerful story.

INTENSITY METRICS

Show how efficient your impact is. Instead of just a total number like '1,000 lbs of waste diverted,' think about 'waste diverted per product made.' For a service, it could be 'GHG emissions per dollar of revenue.' This metric proves that impact is embedded in the very core of your business model, not just a side effect.

Equivalencies

Practice the art of translation. As we saw with Diaper Stork and Transcend, you need to translate your data into terms that are visceral and relatable. 'Tons of CO2e' is a good metric, but 'equivalent to taking 5 cars off the road for a year' is a great story. 'Lbs of fabric diverted' is good, but 'enough fabric to clothe everyone in a small village' is a powerful image.

Comparisons to BUSINESS AS USUAL

Providing context of who you replace. As WEND Jewelry and Ekadesma do, compare your impact to 'business as usual.' How much better is your product than the conventional alternative? A claim like 'our bags are designed to last 8x longer than a typical fast-fashion alternative' is incredibly powerful. It gives your customer a clear benchmark for the value you provide.

Tools for finding your BEST metrics. Here are a few tools you can use to calculate outcomes and find powerful equivalencies.

1.

EPA's WARM
(Waste Reduction Model)

For circular businesses, this advanced tool can help calculate the specific GHG emissions savings from your recycling and waste diversion activities.

IMPACTI GHG AND LIFE CYCLE ASSESSMENT TOOLS

Want to measure emissions? Let us know what you want to measure and we’ll connect you to Impacti’s GHG measurement tools.

For social enterprises, the most powerful data often comes directly from your community. Create simple, anonymous surveys to gather powerful testimonials and quantitative data on well-being and economic stability.

This principle is about creating a logical and compelling narrative with your data. Start by showing what you do (your Action), then the direct result (your Output), and finally, the tangible change you create (your Outcome). This flow demonstrates a mature understanding of your impact and answers the crucial 'so what?' question for your audience.

Simple Survey Tools
(Google Forms, SurveyMonkey)

2.

The Product's Journey

This is about radical transparency. By telling a clear story from the sourcing of your raw materials to the end-of-life of your product, you build immense trust. It shows you've thought holistically about your impact at every stage, not just cherry-picking the parts that are easy to talk about.

3.

Identifying Your Competitor

This helps your customers make a clear and conscious choice. By defining 'business as usual' (e.g., fast fashion, the conventional beauty industry) and showing how you are a better alternative, you frame their purchase not just as buying a product, but as casting a vote for a better system.

4.

Framing Themes as Outcomes

This is a subtle but powerful shift in language. Instead of using generic, process-based categories like 'Waste Diversion,' use inspiring, visionary language like 'Building a Circular Future.' This reframes your work from a simple action to a mission that people want to join.

5.

Weaving in Personal Stories

In a crowded market, your authentic 'why' is a powerful differentiator. Sharing your founder's story, or the stories of your artisans and customers, builds an emotional connection that large, faceless corporations can't replicate. It's the human element that builds true brand loyalty.

6.

A Powerful Call to Action

OUTCOME

This is the tangible change that happens because
of your output. Example: 'This diversion avoided an estimated 8,000 kg of CO2e emissions

This principle is about turning passive readers into active participants. By showing you're building an ecosystem and creating clear entry points for different stakeholders (customers, partners, investors), you invite your community to be part of the solution. It's a shift from 'look what we did' to 'look what we can do together'.

7.

OUTPUT

This is the direct, countable result of your action. Example: 'We diverted 5,000 lbs of fabric from landfill last year.

A Mission with Quantifiable Targets

This is about signaling ambition and accountability. Setting bold, public, and measurable goals for the future (e.g., 'Our 2030 Vision') shows that you have a long-term plan and are serious about achieving it. It gives your community a North Star to rally behind and proves you are in this for the long haul

IMPACT

This is the long-term, systemic change you are contributing to. Example: 'We are contributing to a more circular fashion system in the Pacific Northwest