1,239,102MENTIONS

1.73BNIMPRESSIONS

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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.

SDG SIGNALSWHAT’S CUTTING THROUGH?

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

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25,000

50,000

75,000

100,000

Mentions per SDG

Businesses fill climate action void left by TrumpClimate 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

ZEROHUNGER

GOOD HEALTHAND WELL-BEING

QUALITYEDUCATION

GENDEREQUALITY

CLEAN WATERAND SANITATION

AFFORDABLE AND CLEAN ENERGY

DECENT WORK ANDECONOMIC GROWTH

INDUSTRY, INNOVATION ANDINFRASTRUCTURE

REDUCEDINEQUALITIES

SUSTAINABLE CITIES AND COMMUNITIES

RESPONSIBLECONSUMPTIONAND PRODUCTION

CLIMATEACTION

LIFEBELOW WATER

LIFEON LAND

PEACE, JUSTICEAND STRONGINSTITUTIONS

PARTNERSHIPSFOR THE GOALS

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

SECTOR SIGNALS

INFLUENCING SIGNALS

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 SDG15SDG16 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%

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

CONTENT SIGNALS

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 #SDGs3:30 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

GUIDING SIGNALS

Men

tions

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

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

@salterbaxterMSLcopyright: Salterbaxter MSLGROUP

SALTERBAXTER

EUR LATAM APACNA MEA

SDG mentions per continent

Swedish public asked how government should fund SDGsSwedish 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).

WORLD SIGNALS

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500

1000

SDG1 SDG2 SDG4 SDG5 SDG6 SDG7 SDG8 SDG9 SDG10 SDG11 SDG12 SDG13 SDG14 SDG15 SDG16 SDG17SDG3

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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 oncritical areas shaping action around the SDGs.

• Sectors: created using a sample of 50 top businesses from the sector.