Case Study: Climate achieves clarity on skeptics' social and media reach with Awario

Climate - Customer Case Study

Climate engaged Awario to quantify how much influence climate‑change doubters have across social media, news and blogs. Using Awario’s social listening platform, the goal was to collect mentions and measure Reach to identify who—individuals, media outlets and organizations—is shaping the online climate conversation and whether “climate change is a hoax” holds weight.

Awario collected over a million mentions (four weeks plus historical data), then sorted the past year’s mentions by Reach to produce top‑20 lists for influencers, media and businesses/nonprofits; the analysis showed doubters are few and far less influential—the total reach of all featured doubters was 6.1M impressions versus a single pro‑action post (Billie Eilish) at 117M—and highlighted platform differences (Instagram showed no high‑reach skepticism) and influential pro‑action voices/brands (e.g., Levi’s, major media). Awario’s findings led to the clear conclusion that climate change is rarely framed as a hoax on social media.

Climate