SINGLE USE PLASTICS: WHO IS INFLUENCING THE DEBATE IN SOCIAL NETWORKS?
In December we examined public reaction to the damaging effects of ocean plastics highlighted by the BBC’s Blue Planet II. Our focus was on measuring the strength of public feeling and our emotiQ segmentation model detected high levels of sadness and fear in response to the final episode. In the following days, viewers' feelings turned to anger. The results confirmed that Blue Planet II had injected a powerful emotional charge into the debate.
Our follow-up research examines if that initial surge of concern has been sustained, and how it is bringing different communities together to campaign for a reduction in plastic waste, specifically single use plastic bags and bottles.