"What counts may not be countable and what is countable may not count". Assessments of scientists and their institutions tend to focus on easy-to-measure metrics related to research outputs such as publications, citations, and grants. However, society is increasingly dependent on Earth science research and data for immediate decisions and long-term planning. There is a growing need for scientists to communicate, engage, and work directly with the public and policy makers, and practice open scholarship, especially regarding data and software. Improving the reward and recognition structure to encourage broader participation of scientists in these activities must involve societies, institutions, and funders. EGU, AGU, and JPGU have all taken steps to improve this recognition, from developing new awards to starting journals around the topic of engaging the public to implementing FAIR data practices in the Earth, environmental, and space sciences, but far more is needed for a broad cultural change. How can we fairly value and credit harder-to-measure, these less tangible contributions, compared to the favoured metrics? And how can we shift the emphasis away from the "audit culture" towards measuring performance and excellence? This session will present a distinguished panel of stakeholders discussing how to implement and institutionalize these changes.