How the BBC is redefining public value

In times of climate crisis and the pandemic, many companies have had to realise a fancy product and an embellished marketing story are no longer the easy way to attract customers.

Today more than ever, organisations are required to legitimise themselves and their actions in society. Especially in a world that is characterised by oversupply, transparency and changing demands by growing generations.

From Purpose to Public Value

The public value approach — originally developed as a counter-proposition to the shareholder approach — can serve as a compass in this regard: In future, corporate visions and strategies will be defined even more strongly by society. Products and services must be measured by their “public value”. Remember the purpose.

Up to now, those who wanted to measure the success of digital products have primarily looked at usage, recurring loyalty and interaction rates. But this hardly says anything about the real needs and the quality of the relationship with the users.

From observing behaviour to measuring real values and needs of users. (Quelle: BBC R&D: Human values: understanding psychological needs in a digital age.)

Why, therefore, the success of products and services is not more closely measured in terms of values that move…