SDG Signals - SBTribe Research by Salterbaxter MSL
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It’s been two years since the launch of the SDGs and the UN’s recent progress report highlights that support is uneven and needs to accelerate. New data sources, including social media, continue to be vital tools to measure, monitor and report progress. SDG Signals uncovers new insights about SDG communications online and which areas, people and brands are cutting through. We explore the overall SDG online conversation, providing clear opportunities for differentiation, with initial comparisons from the Technology and Food & Beverage sectors. Future editions will put the spotlight on other specific sectors and issue areas.
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SDG Signals - SBTribe Research by Salterbaxter MSL
- 1. 1,239,102 MENTIONS 1.73BN IMPRESSIONS SB{Tribe™ SDG Signals uncovers new insights about SDG communications online and which areas, people and brands are cutting through. We explore the overall SDG online conversation, providing clear opportunities for differentiation, with initial comparisons from the Technology and Food & Beverage sectors. Future editions will put the spotlight on other specific sectors and issue areas. SDGSIGNALS WHAT’SCUTTINGTHROUGH? It’s been two years since the launch of the SDGs and the UN’s recent progress report highlights that support is uneven and needs to accelerate. New data sources, including social media, continue to be vital tools to measure, monitor and report progress. SALTERBAXTER 0 25,000 50,000 75,000 100,000 Mentions per SDG Businesses fill climate action void left by Trump Climate Action (SDG 13) leads the field. Proactivity is coming from businesses and Government as a result of the US leaving the Paris Accord Instagramers stand up for gender equality Campaigns supporting SDG 5 such as UN led #heforshe and Plan International’s #girlstakeover are building momentum with the public Why is SDG 12 not getting much traction? Responsible Consumption and Production (SDG 12) is neglected. The circular economy is touched on from a business perspective but lacking a consumer perspective on sustainable lifestyles NO POVERTY ZERO HUNGER GOOD HEALTH AND WELL-BEING QUALITY EDUCATION GENDER EQUALITY CLEAN WATER AND SANITATION AFFORDABLE AND CLEAN ENERGY DECENT WORK AND ECONOMIC GROWTH INDUSTRY, INNOVATION AND INFRASTRUCTURE REDUCED INEQUALITIES SUSTAINABLE CITIES AND COMMUNITIES RESPONSIBLE CONSUMPTION AND PRODUCTION CLIMATE ACTION LIFE BELOW WATER LIFE ON LAND PEACE, JUSTICE AND STRONG INSTITUTIONS PARTNERSHIPS FOR THE GOALS
- 2. Most discussed brands Most discussed people It’s a match: sustainable cities and Tech brands Tech brands are building excitement with their vi- sion for sustainable cities (SDG 11) and the role that IoT, AI, 3D printing and real-time big data tracking will play in overcoming the challenges Zero hunger starved by Food & Bev sector Surprisingly, Food & Bev businesses are not active in discussions around Zero Hunger (SDG 2) with a greater focus on the impact of their products on consumer health (SDG 3) Teaming up for the goals not just an add on! Partnerships (SDG 17) are a key focus for Food & Bev and Technology sectors. Unilever and Ericsson use it to show how a partnership is well aligned with their business and the issues it is tackling SECTORSIGNALS INFLUENCINGSIGNALS UBS asks ‘what is your favourite SDG’? UBS posed this question to educate the public on the SDGs and draw attention to their recent Sustainability report and the launch of Align 17 (a platform to help direct investment funding towards the goals) SAP e-book chronicles SDG customer success stories SAP is encouraging others to embrace the goals by showcasing how their customers, software and services are helping achieve the SDGs Paul Polman still in pole position CEO Paul Polman champions Unilever’s commitment to the goals and helps open up opportunities to collaborate with others. He’s the only CEO to get as much cut-through as UN leaders and celebrities % Split of SDG mentions by sector Overall conversation versus Food & Bev and Tech sectors SDG14 SDG15 SDG16 SDG17 Overall conversation Technology sector Food & Bev. Sector 0% SDG1 SDG2 SDG3 SDG4 SDG5 SDG6 SDG7 SDG8 SDG9 SDG10 SDG11 SDG12 SDG13 2% 4% 6% 8% 10% 12% 14% 16%
- 3. Nestlé targets pack an SDG punch Nestlé link 2030 ambitions to the SDGs, adding credibility and relevance to their new goals and showing leadership in performance against them UBS is on a mission to fund the SDGs UBS committed to invest $5 billion towards solving the SDGs through the new Rise Fund, which offers clients Impact Investment opportunities CONTENTSIGNALS Surfs up for gender equality Unilever’s Surf Oxfam partnership is helping to improve gender equality and uses SDG 5 to help frame the aims of the collaboration Nestlé @Nestle Our 2030 ambition: Help 50 million children lead healthier lives to drive the #GlobalGoals: http://bit.ly/1CZfTwI 3:15 AM - 17 May 2017 Follow Biz Fights Poverty @FightPoverty .@Unilever’s Surf Launches Unique Partnership with @Oxfam: http://snipbfp.org/2grzP4I. #Women #Partnership #NGO #SDGs 3:30 AM - 14 Dec 2016 Follow Tom Dawkins @Tomjd UBS to invest $5 billion to meet the 2030 Sustainable Development Goals 7:01 am - 19 Feb 2017 Follow Most mentioned hashtags 0 5,000 10,000 15,000 Key interest areas Data Funding Education Regulation Partnerships Innovation Activism Project Everyone is educating the masses on the SDGs There is still a need to educate the general public about the SDGs. Businesses are increasingly activating them through educational initiatives such as Google’s digital skills training, which targets 10 million people across Africa (SDG 4) World Bank shows open data is paramount The World Bank continues to put open data on the map with OpenStreetMap (geo-tagging of Malaria risk areas) and their SDG Atlas (depicting global progress towards the goals) #Savetheocean tugs at emotions to drive action Top hashtags use: emotional connections #savetheocean, humor to educate #smallsmurfsbiggoals and future ambitions #agenda2030 GUIDINGSIGNALS Mentions Nestlé linking their targets to the SDGs was mentioned 650 times, creating 8.9 million impressions. UBS’s commitment was mentioned 101 times, creating 2.8 million impressions. Surf and Oxfam’s partnership was mentioned 84 times, creating 1.1 million impressions. 5 Retweets 3 Retweets 1 Retweets 14 Likes 4 Likes 2 Likes
- 4. How can we help? If you would like to learn more about how the Global Goals are cutting through, then please get in touch as we’d love to talk. Our SDG Signals data can be optimised for your business and help shape your approach, profile and engagement on the Global Goals that matter most to you. This data has been compiled using our unique SBTribeTM service. It accesses the online sustainability communities and influencers driving the agenda and shaping key issues. The data provides unique insight for strategy development and unlocks how you influence and drive impact on key issues through communications. Contact us at: suzanne.blake@salterbaxter.com @salterbaxterMSL copyright: Salterbaxter MSLGROUP SALTERBAXTER EUR LATAM APACNA MEA SDG mentions per continent Swedish public asked how government should fund SDGs Swedish International Development Cooperation Agency asked its #GlobalCitizens which SDG they would support - Clean Water and Sanitation (SDG 6) was the lucky winner Corporate healthcare support under fire in Africa A lack of funding for health and wellbeing (SDG 3) support in Africa and specifically Nigeria is raising concern. Corporate support is largely absent, except Coca-Cola Foundation’s support to fight AIDS, TB and Malaria in the region No poverty blocked by corruption in APAC Recent Transparency International research highlighted increased corruption across APAC. This is particularly an issue in India where the problem is hampering economic progress for those at the bottom of the pyramid (SDG 1). WORLDSIGNALS 0 500 1000 SDG1 SDG2 SDG4 SDG5 SDG6 SDG7 SDG8 SDG9 SDG10 SDG11 SDG12 SDG13 SDG14 SDG15 SDG16 SDG17SDG3 1500 2000 2500 3000 3500 4000 4500 Data Buster • Data source: English language social media and online media channels, between 12/12/2016 and 12/06/2017. • Mentions: number of times the SDGs were referenced. • Impressions: number of potential users the posts have reached. • Guiding Signals: hones in on critical areas shaping action around the SDGs. • Sectors: created using a sample of 50 top businesses from the sector.