(Re)thinking metrics

From Murketing's interview with the creators of (RE), a satirical response to Project Red designed to "offer non-corporate alternatives for engagement in causes — and to provoke some deeper thinking about conspicuous consumption, engagement, and solving the world’s problems"--

Cause marketing tends to talk about reaction in terms of numbers: i.e., how much money was raised, or how many consumers bought a particular product. Our initiatives don’t ask for one straightforward way to respond, because there is a danger in over-simplifying the very issue(s) that you’re trying to address. The most pleasing responses are when people engage us or each other in the issues. Sometimes it means they choose to cover their phone with red vinyl, buy a t-shirt, or donate an item for auction, and sometimes it means they walk away and do something they feel is more appropriate.