Materiality Analysis using Big Data
Materiality analysis is a process used to ensure that organisations are focusing on issues that have a direct or indirect impact on an organisation’s ability to create, preserve or erode economic, environmental and social value for itself, its stakeholders and society at large. A pioneering approach involves using ‘big data’ from internet search query records to determine the saliency of different sustainability issues, across different countries, and over time. Based on millions of Google searches, public interest in 64 different sustainability issues has been mapped across eight countries. The data are then analysed and trend lines are fitted using the statistical functions in Tableau. Based on aggregate search data, per captia search data, and trends in searches over time, we are able to both establish the importance of different sustainability issues across different cultural contexts, and also forecast future salient topics for organisations to address. This information can be a powerful aid in setting organisational sustainability strategies, and tailoring sustainability reporting to public concerns. This page presents different search query studies of materiality.