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💙 No surprises here: I am a huge believer in the use of digital communications and social media to advance the carbon removal sector.
📈 A study in Nature by Repke et al. (2024), analysing Twitter discourse on CDR from 2010 to 2022, discovered an exponential growth in both public attention and increasingly positive sentiment towards CDR solutions.
What did they find?
🐦 They found that tweets mentioning CDR grew exponentially, with a median annual growth rate of 32% between 2010 and 2022. This increase outpaced general climate change tweets.
👍 By 2022, 24.9% of tweets about CDR were positive (vs 10.7% negative) with biochar emerging as one of the most positively perceived of the ‘novel methods’ compared to DAC, which had a higher share of neutral or mixed sentiment.
🌲 Conventional CDR or nature-based CDR clearly still gets the lion share of attention on social media, with soil carbon sequestration alone having a larger share than all novel / tech CDR taken together.
So where does this leave us?
🏃 While the data is a testament to how far we’ve come and the foundational role that Twitter played in building awareness, I – like many others – decided to leave it in 2024.
🌍 And so I am personally doubling down on LinkedIn as well as my newsletter and podcast - platforms I have come to appreciate massively for helping to grow a community of like-minded CDR professionals.
🫧 Moving forward, the collective challenge we face is how to move beyond our bubble. How do we reach people who have never heard of CDR and educate them on the benefits, potential, and urgency? I spend a lot of time thinking about this one. If you have good ideas, please do share them.
Check out the paper here:
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