To Alex, change is most satisfactory when its impact can be measured. The ability to identify the number of individuals reached, measure awareness levels and behaviour change, and observe trends of change are all ways to measure the impact of an action. In his work in corporate sustainability, however, such impacts are difficult to quantify and communicate to others who expect faster change. Thus, Alex plays his role as the bridge between the two, recognizing that even among corporations, there is a common cause, no matter how small the action may seem to be.