By targeting audiences they will just diminish, but by investing in creating a community, it will grow and flourish.
Measures can change behaviour. Ask people to do new stuff but measure them the same old way is a recipe for either no change or confusion.
The danger of business as usual is that it doesn’t encourage the mindset we now need.
It’s no longer a case of “Look at us”, me me me, but “This is something I think you will find interesting and here’s why …”