Talkwalker Market Pulse - The climate time bomb

Talkwalker Market Pulse - The climate time bomb

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发布日期: 2023年3月22日
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The IPCC Climate Report

This week, the Intergovernmental Panel on Climate Change (IPCC), released its Synthesis Report on the climate crisis. It’s not great news, with a “rapidly closing window of opportunity to secure a liveable and sustainable future for all."

Looking at Conversation Clusters, here are the key points consumers have taken from the report.

Conversation Clusters visualizing the interconnected stories around the IPCC report, with each colour cluster representing a key conversation.
Conversation Clusters show the related topics around the IPCC report, and how they’re connected. (Talkwalker Social Listening & Consumer Intelligence Platform, March 2023).

The biggest cluster is sharing the key message - we’re running out of time to diffuse the climate time bomb. However, the next biggest cluster, at nearly 5%, is led by climate deniers across various social channels. Though many consumers will engage positivity with any sustainability efforts you enact, there remains a vocal minority that will be critical.

How to prevent the crisis

When we dig deeper into the related topics from social conversations, we can understand the concerns consumers have about climate change.

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Key two-word phrases shared in conversation around the report on social media. Most are colored red, showing they are negative phrases, with some yellow (neutral) and some green (positive).
The 2-word phrases around the report, taken from social data, defined by sentiment (red - negative, yellow - neutral, green - positive). (Talkwalker Social Listening & Consumer Intelligence Platform, March 2023).

Unsurprisingly, the themes are mostly negative. But you can also see the pessimism consumers have towards some solutions. When people discuss ‘political leaders’ or ‘international cooperation’ these are negative topics - consumers don’t think they can rely on these areas to find a solution to the crisis.

A brand at the heart of the solution

The World Wildlife Federation (WWF) is a key stakeholder in this topic. Focused on endangered species conservation, climate change can have a significant impact on the work they do. WWF was linked to 1.3% of all conversations around the report.

This was due to the charity’s proactive activity in the conversation, with supporting reports and video content to boost engagement with the topic. Additionally, climate campaigner Mike Hudema helped share their message within his community with this Tweet . This video has been viewed 24.3k times to date.

The virality map shows how Hudema's Tweet was shared across the world, with people in the US, UK, Canada and beyond sharing it.
The virality map shows how Hudema’s Tweet was shared across the globe. (Talkwalker Social Listening & Consumer Intelligence Platform, March 2023).

Our virality map shows how this one Tweet was shared around the world. This is a global crisis after all, and everyone is connected to it.

To discover how to tap into any global conversation quickly and easily, learn more about Conversation Clusters .

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