When we look ahead to a world of more ethical companies and sustainable business, it's easy to imagine the passionate people leading this transformation in our economy. We can hear their voices, read their writing, and feel inspired by the visions they describe for our collective future. We can watch the reams of content in our social feeds arguing the necessity of change and promoting new ways to do business. And whether you think change is happening fast enough or not, it’s hard to argue that it isn’t both necessary and proper for companies to be more responsible. What may be harder to grasp, though, is how that transformation actually happens. Movements need structure to become standards. The integral infrastructure required to measure, standardize, and knit together these change agents and the work to which they are committed is still nascent. Enter Brightest. Chris is a metrics-driven marketer. He’s someone who understands the world of measurement and its importance to budgeting and resource allocation. He’s passionate about the changes we want to see, yet logical in how to build product and support the people doing the work. When he talks about creating Google Analytics for social impact, the vision resonates. Social responsibility will continue to rise in importance as we experience the generational passing of the baton to a younger, more informed and impact-minded consumer AND employee. Today, we take for granted the accounting standards and practices that provide a basis for us to compare the financial performance of companies. They underpin the markets and investments that drive economic value. But in a world where the definition of value is shifting, what will be the standard? How will we measure and shape our work to achieve those goals? For consumers who want to vote with their wallet or employees who want their efforts channeled into good works, reported metrics of responsibility will grow in importance. They will differentiate between companies, influence investment theses, and drive resource allocation inside companies to set new standards for what value in the market looks like. It’s an enormous opportunity for growth and for beneficial impact.