The second blog in our sustainability miniseries focuses on the FinServ sector. Sustainability risks are now business risks, and as such, are being discussed throughout all sectors and levels of business. The 2019 Global Risks Report from the World Economic Forum states extreme weather events, failure of climate-change mitigation and adaption, and natural disasters as the top three global risks in terms of likelihood. Quite a shift from ten years ago where the top three consisted of asset price collapse, slowing Chinese economy and chronic disease.
In this report we aim to cover the following areas:
- How to reach FinServ audiences on Climate & Environment issues
- Who is influencing & driving the conversation?
- Which are the most prominent topics among the FinServ community?
- Which tech brands are most engaged by the Sustainability Community?
The report below focusses on the period between 1st June 2018 to 31st May 2019.
WHO ARE THE EXPERTS?
We identified the top 5 FinServ influencers driving the Environmental Sustainability debate – these are top global FinServ influencers who are driving original content, debate and highly engaged audiences when posting on climate and environmental issues and should be prioritised for environmental campaigns to reach the FinServ audience – the full top 20 list is available for download.
We also identified the top 5 Sustainability influencers leading the debate around Environmental Sustainability where FinServ is being discussed. These influencers discuss the role of financial services in helping to fight and solve key issues around sustainability. The full top 20 list is also available for download.
WHICH ARE THE KEY TOPICS?
We analysed the top 596 global financial services influencers who are active on Environmental Sustainability to identify their hot topics. Overall, they generated 4,666 mentions on Environmental Sustainability & FinServ Innovation topics from 1st June 2018 to 31st May 2019. The top ten topics driving the debate among this community were identified below. Renewables was the most discussed topic by FinServ influencers, generating 1,952 mentions (42% of the whole conversation) followed by Circular Economy comprising 766 posts (16% of the debate) and Reducing Emissions accumulating 417 posts (9% of the debate).
WHICH FINSERV BRANDS ARE MOST ENGAGED?
In the Global English conversation on Environmental Sustainability, we identified the top 5 FinServ brands influencing the debate in this community. Citi was the most engaged FinServ brand in the global environmental sustainability debate over the time period 1st March to 30th May 2019. The other top 4 brands were Allianz, BNP Paribas Group, HSBC and Nasdaq.
The global discussion of sustainability is one which spans far greater than people think. It fits into every sector in one way or another and is becoming further integrated into business decisions and day-to-day activities. Keeping up-to-date with the conversation is the best way to remain informed and fully understand who is having a positive effect and what is being done to help.
Download the Full Report
Disclaimer: As ever with these lists, it must be stressed that the ranking correlates to a strong indication of influence – however no definitive measurement of influence exists. The individuals listed here are undoubtedly influential when it comes to driving discussion around FinServ and Environmental Sustainability. Onalytica’s PageRank based methodology is used to extract influential experts on a particular topic and takes into account the number and quality of contextual references that a user receives – this allows us to identify Topical Authority (reference) – our priority influence metric. We analyzed topical authority via their social engagement on Twitter and how much influential experts were referenced in association with FinServ and Environmental Sustainability on Instagram, Facebook, YouTube, Forums, Blogs, News and Tumblr content. These calculations also take into account a user’s resonance (topical engagement) relevance (number of posts on topic, and % relevance – the proportion of their social content on the topic) and reach (number of followers). If you want to learn more, please read our article that outlines How to identify your target influencers.
ABOUT THE AUTHORS
Nadia is an Insights Analyst at Onalytica. She helps brands implement their influencer marketing programs, and delivers valuable reports to help them measure performance.