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.

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.