Hi there,
Tim Clover here – Founder & CEO of Glow Group – to talk to you about launching a new initiative, based on the demand signal we couldn’t ignore.
Five years ago at Glow Group, we started asking a question our clients kept raising:
“Can you actually measure the relationship between sustainability demand and financial performance?”
Not vibes. Not sentiment surveys.
A repeatable, commercial-grade measurement.
The answer took 10 million consumer interviews across Australia, the UK and the US, tracking value priorities, switching behaviour and brand perceptions across 1,500+ brands and organisations.
Then we overlaid US$2.8 trillion in sales data to create one of the world’s richest datasets linking human values, market behaviour and commercial outcomes.
The result was the Social Responsibility Score (SRS).
And as of this month, it has a new home: Global Market Signals (GMS).
What The Data Told Us.
Three findings stopped us in our tracks.
THE GROWTH LINK IS REAL
Organisations that improved their Social Responsibility Score (SRS) by four points achieved roughly 1% faster annual revenue growth than comparable competitors.
A small number with enormous implications: a measurable commercial advantage, rather than a reputational nice-to-have.
EDUCATION IS THE ENGINE
People familiar with the issues (we use SDG familiarity as the proxy) switch to sustainable options at 3x the rate of those who aren’t.
Younger cohorts are the most issue-educated in history, and they’re increasingly calling the shots on household spend.
As that education permeates the whole population – through curricula, ambient awareness, and natural ageing – switching continues to compound.
THE CURVE IS STEEPER THAN ANYONE’S CALLING IT
The broader dataset indicates that approximately US$500 billion of global consumer spending was influenced by social and environmental considerations in 2025.
Our modelling projects that number exceeds US$3 trillion annually by 2035.
In Australia alone: AU$10 billion today means AU$55 billion+ within a decade. And the kicker is: the initial conditions suggest this happens regardless of policy, administration or political weather.
Looking at the latest data, we think the economic risk has been grossly underestimated, and $3 Trillion may be the tip of the iceberg.
Why A New Home?
At the start of 2026, our Glow Group Board began exploring how to democratise the Social Responsibility Score (SRS) for industry.
By April, the answer was clear:
Spin the IP into a dedicated venture built for scale.
Global Market Signals (GMS) is that venture. An independent market intelligence organisation with one mission:
Helping organisations read the human forces driving market outcomes before their competitors do.
SRS was our first market signal. But it most certainly won’t be the last.
SRS was our first market signal. But it most certainly won’t be the last.
And we’re moving fast. John Merakovsky, former CEO of Flybuys and Experian Australia, joins as Chair from 1 July.
The methodology has already been deployed with Mondelez Australia, PwC Australia, Brita UK and 3BL Media.
And when we pointed SRS at global stock markets, strategies using the signal outperformed indexes across mixed B2B and B2C portfolios.
What's Next?
Sector and industry reveals are coming.
Next stop: the UK grocery industry, with 10 million data points to unpack.
Our data is telling its own story. We’ll help you access it, first.
