Three Ways To Judge The Impact of Big Brands

Many of us buy products such as Kit Kats and Coca-Cola, but don’t associate them with our separate concerns about poverty and wellbeing. Now a range of tools are available to help bridge that gap.


From initiatives using consumer pressure to tackle complex social issues to tools that aim to encourage investors to put their money into companies with a positive social impact, these projects attempt to measure and benchmark companies’ impact.

But measuring issues such as women’s empowerment, land rights and community impacts is far from easy. What’s more, it’s hard to come up with standard, universal measurements. So how do these tools fare?

Behind the Brands

Oxfam’s Behind the Brands assesses the impact of “the Big 10” food and drink multinationals’ on the wellbeing of farmers, local communities and the environment. It looks at factors such as workers’ rights, women’s rights and land use, and applies a score based on publicly available documents for each brand’s awareness, knowledge, commitments and supply chain management.

As a result of consumer pressure stemming from Behind the Brands, companies such as Coca-Cola are now asking suppliers to address land rights issues, says Oxfam’s interim head of policy and campaigns on food and climate justice, Erinch Sahan.

Source: The Guardian

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