The hottest summer on record is coming to a close in many parts of the world. This year, both temperatures and conversations on social media spiked to all-time highs. While social media users were barely talking about summer temps in 2020, the topic generated nearly 130k mentions by June and July of 2022 – with peaks in mentions coinciding with the warmest days. To find out how people are coping with the heat, Ipsos Spain used Synthesio’s AI-enabled consumer intelligence platform to track all conversations related to heatwaves from Summer 2020 to Summer 2022.
One topic that emerged in our analysis of social media sites, forums, and blogs was related to water. Heat and water are always linked in online conversations – typically for being the best antidote for high temperatures, whether its drinking water or swimming in it. Yet it’s increasingly tied to climate change as many face droughts and water shortages during this summer’s heatwaves.
Another trending topic on social is ice consumption. Heatwaves have increased our ice usage – thanks to our consumption of refreshing, cold beverages like iced tea and iced coffee – and led to August stock shortages. Many users (and brands) have taken to social media to share their favorite drink recipes for extra hot days.
High temperatures have also forced many of us to stay inside rather than enjoy our typical summer activities. Though pools remain the most talked about method for staying cool, mentions of air conditioning have skyrocketed compared to 2021 and 2022. Despite rising inflation and electricity prices, users don’t seem to be slowing down their AC usage.
For brands, heatwaves have been campaign fuel. Many have seized the commercial opportunity of hotter temperatures by offering promotions and deals on items like fans and air conditioners. Plus, pool companies, water parks, and sports clubs have ramped up their social media usage to attract consumers desperate to cool off.
Want to learn more about how you can monitor evolving trends and behaviors with social data? Or see what consumers are saying about your brand? Request a demo with our team!