Who is Driving the Climate Change Narrative?

Over the last few years, the conversation around climate change has gotten louder. It has evolved beyond environmental circles to become part of larger business, policy and societal narratives. This held true last year, and even more so this year because of COVID-19.

With so much discussion revolving around climate change, it’s very important to cut through the noise using a powerful narrative data analysis and determine key opinion leaders central to the conversations at hand.

Why would you want to do this? Well, brands need to get smart and position themselves as thought leaders around this topic, as it’s not going away. And Quid Apps market research analyzes thousands of articles around virtually any topic you can think of to identify key opinion leaders (KOLs) and to help you/your brand become one of them.

The Key Opinion Leaders App identifies the most important players in the space – people, companies and institutions included – and ranks them on a number of different topics. Let’s see how that looks!

Who are the KOL Individuals?

Key voices within the climate change narrative include Greta Thunberg, Barack Obama, Al Gore, and Jeff Bezos, amongst others.

Quid aggregates data to rank each individual by giving them generated scores for Relevance, Resonance and Reach while also showing the number of articles they are mentioned in.

Climate-change-KOL-individuals

Dig deeper into these key opinion leaders with market research data

You also have the ability to learn more about each individual by selecting the drop-down menu in the row next to their name. This will give you a snapshot of the articles that they are mentioned in and what they are known for, like being an activist. And then the App also surfaces the top company and people who are often co-mentioned alongside them. This is great intel to have in context, and immediately available with a few clicks.

For example, in Greta Thunberg’s case, she is typically named alongside Amazon, Greenpeace, Angela Merkel and Jair Bolsonaro.

Greta-Thunberg-deep-dive

By looking at all of this data together, it can be determined that Greta Thunberg has the highest score in terms of Relevance, Resonance and Reach, which are all determined based on source rank and social media sharing. And she remains the most relevant influencer, which is calculated by the number of mentions in the news compared to her number of mentions of articles within this specific topic.

Similarly, you’ll see that Jair Bolsonaro, President of Brazil, has high scores when it comes to Relevance, Resonance and Reach. But, his mentions are fairly lower than most other people on the key opinion leader rank list, despite frequently being named alongside Greta Thunberg, who is at the top of the list across the board. That narrative data analysis warrants further exploration, for sure!

Jair-Bolsonaro-deep-dive

Measure relevance through social engagement and mention count

In traction view, you get a visual that displays KOL presence in the media, sized by overall score. And it’s colored by sentiment of the articles in which they appear.

Looking at the image below, you’ll see that Greta Thunberg is closest to the traction sweet spot with high average social engagement and high publication count. Gary Alejano has a very high social engagement but a very low publication count.

climate-change-KOL-social-engagement-tracking

To dig more into why this is the case, look back at the table view where you’ll see that Gary Alejano is ranked number 38 out of 40 on the KOL rank, and only has 93 media mentions to date. He is not a media favorite like Thunberg, apparently.

Gary-Alejano-deep-dive

Let’s take a look at companies leading the conversation as well.

KOL Companies and Institutions – Who Are They?

As mentioned earlier, the KOL App also looks at the Relevance, Resonance and Reach of companies and organizations.

KOL-companies-in-climate-change-narrative

On the list of KOL companies, ranked the highest were Amazon, Xinua, AFP, Greenpeace and Exxonmobil. Amazon is holding the highest rank, number of mentions, and Relevance, Resonance and Reach scores.

Amazon also fell in the traction sweet spot when looking at the traction view.

KOL-company-social-enagement-tracking

And as for the top Institutions, you’ll see United Nations at the top of the list, closely followed by Intergovernmental Panel on Climate Change, United States Environmental Protection Agency, and Nasa.

KOL-top-institutions

Why are these companies and institutions top KOLs? Exploring the associated narrative data analysis for each, we can see representative articles, along with company and individual co-mentions. This helps us understand what is happening and why it matters. And it’s all super useful intel to have available with such immediacy!

NASA-representative-articles

Are you ready to help your brand become smarter, with immediate, and actionable insight? We’re happy to show you Quid Apps in action around whatever topic is relevant to you! Reach out for a demo.

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