We asked Gemini about the meaning of the word 'impact'. The answer: 'impact' has several meanings. In a general sense, impact refers to effect. What effect does an event, decision, or action have on something else? "The new legislation will have a significant impact on the economy." Physically, 'impact' means collision: the force with which objects collide. "The impact of the meteorite caused a huge crater." In a business context, impact refers to the positive change or contribution that a company, organization, or project has on society. For example: "The company aims for social impact with sustainable initiatives."

Impact is trendy and is becoming increasingly concrete. In the early 2000s, 'impact' was often used vaguely, especially in the context of philanthropy. It was usually about the positive change that a project brought about, without much attention to measurable results. The emphasis was on good intentions, rather than on long-term effects. In recent years, this approach has given way to a more concrete interpretation of impact, likely driven by a growing demand for transparency. Society and organizations want to know what actions actually bring about and who benefits from them.

Skipping school with impact

There are numerous examples of people and organizations making a significant impact on society. Think of Malala Yousafzai, the Pakistani activist advocating for the right to education for girls. Her struggle has led to concrete changes in legislation and policies, enabling millions of girls to have the opportunity to go to school. Bill Gates and Melinda French Gates work to combat poverty, disease, and inequality through their Bill & Melinda Gates Foundation, resulting in the vaccination of hundreds of millions of children. Gavi, co-funded by the Gates Foundation, has vaccinated more than 760 million children and prevented more than 13 million deaths. Greta Thunberg, with her Fridays for Future school strikes, has inspired millions of students worldwide to skip school to demand action on climate change.

Science drives impact

The science surrounding impact measurement is developing at an insane pace, partly due to the possibilities of big data and AI. AI tools analyze huge datasets, allowing researchers to identify patterns that were previously completely impossible. For example, researchers at the University of Amsterdam have used AI tools to analyze millions of tweets to analyze the impact of the #MeToo movement in the Netherlands. Sentiment analysis revealed how sentiment changed over time from predominantly positive, with people expressing their support for the movement and sharing their own experiences with sexual abuse, to more mixed, with people criticizing the way the movement was portrayed in the media. The impact of Greta Thunberg has also been investigated in various ways, from the impact on media attention to the impact on individual behavior. With striking results: Greta’s first school strike in 2018 reportedly led to a 25% increase in media attention for climate change. The development of technology for impact measurement will have enormous consequences for the way in which society and organizations are able to target efforts more effectively.