On April 20, 2017, CARMA sponsored Climate Change and Renewables: Media Perceptions and Business Implications. This event brought together experts and communicators in the energy sector to explore difficulties facing the industry and how media coverage affects the perception of these topical issues.

2. Climate Change and Renewables:
Media Perceptions and Business Implications
2017 and beyond
4/27/2017 CARMA 2

3. 4/27/2017 CARMA 3
The energy industry drives the world
Climate change and renewables are now
the most hotly debated themes in this industry
Best understand the position of the
world’s most powerful media on these themes

4. Power generation may make the world go round,
but it is the biggest contributor to emissions in the US
4/27/2017 CARMA 4

5. Renewables now bigger than coal in global power generation,
but still unreliable, with no common economic model
4/27/2017 CARMA 5
67% of energy
still comes from
burning fossil fuels

6. The relation between climate change and renewables
may determine the future of the world:
4/27/2017 CARMA 6
How is the media
portraying the relationship
between the two?
Which countries are driving
this debate?
Which seem detached.
And why?
Is climate degradation
portrayed as inevitable,
or is there a path forwards?
Are renewables seen as a
solution or a distraction?
Which Climate Change
mitigation strategies are the
media supporting?
Which renewables solutions
are gaining most traction?
Are politicians seen as
hindering clarity?
Is business engaged in
the debate and, if so,
which industries?
How should business adapt
to take account of media
attitudes to both?

7. Some notes on news analysis methodology
4/27/2017 CARMA 7
Markets:
UK, Germany, Spain, France, Russia, Middle East, US, Canada, China, India
Examples of 60 Media titles analyzed:
WSJ, El Mundo, The Economist, Bild, Newark Star Ledger, Ouest France,
Toronto Star, Al Jazeera, The Hindu
Article relevance:
Articles mentioning BOTH Climate Change AND Renewables
Time span:
January 2016 – February 2017

8. There was no sign of media driving ‘Climate Change’ denial
(although News Corp titles were less enthusiastic)
4/27/2017 CARMA 8
Accept
64%
Neutral
25%
Denial
6%
Mixed
5%
Position on climate change in articles

9. Sentiment was positive towards Renewables & Climate Change;
but more volatile and apparently in decline for Climate Change
4/27/2017 CARMA 9
50
52
54
56
58
60
62
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb
Tone of discussion on
Climate Change & Renewables
Climate Change Renewable Energy
FAV

10. And positive messaging in the media massively
outweighed negative – except in predictability of supply
4/27/2017 CARMA 10
0 50 100 150 200 250
RE is key to fighting CC
RE investment distracts from addressing CC
RE is becoming increasingly competitive with FF
RE not competitive with FF
RE has show marked growth
RE is not growing or reducing costs
RE output is predictable
RE is not predictable
RE brings new jobs
RE does not generate jobs
Key messages in media
Volume of messages
RE has shown marked growth

11. UK, Germany & US had most interest, but moderate optimism.
ME & RU much less engaged / but more positive outlook.
4/27/2017 CARMA 11
40
45
50
55
60
65
70
0
50
100
150
200
250
300
UK GER US CA IN CN UAE FR SP KSA RU
National attitudes to Climate Change
and Renewables
Artile volume CC fav Renewable EnergyArticle volume
VOL
FAV
France surprisingly
disengaged given COP
21, but most
pessimistic on CC
Germany, EU’s largest
investor in Wind, is
optimistic on RE, but
much less so on
Climate change
UK’s interest
overwhelmingly driven
by Guardian. Little
interest in other UK
media
US: Most optimistic on
business opportunities
from both themes.
India: Doing little to
mitigate, but cheerful
on both themes
China: Now doing a lot
about climate change
and energetically
optimistic behind party
line on both themes

12. But Climate Change is what really interests the media – much
more often the focus (49% Vs 26%) and much more impactful
4/27/2017 CARMA 14
Mainly climate
49%
Mainly
renewables
27%
Equal emphasis
24%
% of news focused on Climate Change
or Renewables
50
52
54
56
58
60
62
64
0%
5%
10%
15%
20%
25%
30%
35%
40%
Climate Change Renewables
Impact of Climate Change stories vs.
Renewables
FAV
% high
impact

13. The debate over Regulation completely dominates media.
With Politics, this accounted for 54% of all stories.
4/27/2017 CARMA 15
50
52
54
56
58
60
62
0
100
200
300
400
500
600
Regulation Physical
ENV
Technology Biz strat Politics Advocacy
(+/-)
Fossil fuels Science
Focus of media interestVOL FAV

14. Paradoxically, government is also seen as greatest
hindrance to the development of Renewables
4/27/2017 CARMA 16
40
42
44
46
48
50
52
54
56
58
60
0
20
40
60
80
100
120
Government
policy
Tax subsidy Pricing Regulation Need for new
energy scs
Price O&G Business
opportunities
Key hindrances to the development of Renewables
VOL FAV

15. 4/27/2017 CARMA 17
And, aside from the US, most governments seem very
detached from the debate. The EU & FR were near invisible.
NGO, 140
Academic, 120
Energy industry, 115
US Gov, 100Non-Energy industry, 74
Non-Gov Politician, 52
Think Tank, 46
CA Gov, 39
UN, 34
Analyst, 33
DE Gov, 33
UK Gov, 27
Oz Gov, 17
ME Gov, 16
CN Gov, 15
REG, 14
AFRICA Gov, 12
EU , 12
FR Gov, 12
Swiss Gov, 7
ES Gov, 1
Volume of citations of
various bodies

16. 4/27/2017 CARMA 18
Most surprisingly, business is largely absent from the debate
on Climate Change and Renewables
No
company,
73%
Company ,
27%
Presence of business / company in news

17. Coverage of business is overwhelmingly in ‘difficult’ sectors,
with solution-oriented articles very minor in the debate
4/27/2017 CARMA 19
0%
10%
20%
30%
40%
50%
60%
70%
0
20
40
60
80
100
120
Industries present in coverageVOL % UNF

18. 4/27/2017 CARMA 20
But many themes relevant to business received highly positive
attention, but are not being advocated by business
50
52
54
56
58
60
62
64
66
0
20
40
60
80
100
120
140
160
Commercial Apps Technology Solar Panels Electric vehicles Innovation
Presence of 'solutions' in stories
VOL FAV

19. Business advocacy is also woefully quiet,
although (aside Exxon), was very well received by media
4/27/2017 CARMA 21
40
45
50
55
60
65
70
0
10
20
30
40
50
60
70
80
90
100
Shell Exxon BP Total Statoil Tesla Chevron Siemens
Volume and favorability of business sources
VOL FAV

20. Conclusions
Climate Change is driving media interest, with Renewables a side-show / possible solution
The overwhelming profile of both themes is mired in regulatory controversy
Governments, in their rare appearances (excl. USA), are not offering solutions / a lead
However …
Overall media profiling of combined themes is optimistic, key messages emphatically positive
But business has been reluctant to engage, possibly due to harsh criticism of the O&G industry
This industry, led by Shell and Total, is only just beginning to engage and this is well received
Certain solutions / technologies are gaining the highest ratings in all coverage
4/27/2017 CARMA 22
Business has a major opportunity to take a lead in this debate
E.G., by launching a major drive on R&D & implementations of renewables
This could in turn provide government with the stimulus to act
This could be pivotal for success and cut growing anti-business sentiment

21. Thank you!
For questions or comments, please contact:
Jason Booms,
Managing Director North America
jason.booms@carma.com
Copyright © 2017 CARMA International Ltd