Time’s Up logo (Time’s Up)
On Jan. 1, 2018, 300+ powerful women working in Hollywood unleashed Time’s Up, a new initiative to combat sexual harassment in the workplace for all women. Awareness of the initiative debuted via an open letter penned by the Time’s Up founders, and published in The New York Times.
Within the past week-and-a-half, Time’s Up has received much attention, especially with the recent Golden Globes ceremony and the majority of female attendees showing up in black in solidarity for sexual harassment victims.
I was curious to see how much of a digital footprint the initiative has already made regarding search terms. So I looked at Google Trends.
I first used the search terms “times,” within the parameter of the past 30 days (Dec. 9, 2017-Jan. 9, 2018). Here’s the trend:
Google Trends: “timesup” search term, Dec. 9, 2017-Jan. 9, 2018 (Google Trends)
Check out that spike! And it’s all since Jan. 1, 2018!
I was also curious to see which regions were searching for “timesup” the most. And here’s what happened:
Google Trends: “timesup” search term interest by region, Dec. 9, 2017-Jan. 9, 2018 (Google Trends)
That was a surprise to me. I would’ve thought that there would’ve been enough data to show a regional breakout, but I was wrong.
This could be the result of how the search term is typed. So I decided to try another way: “times up.” Here was that trend:
Google Trends: “times up” search term, Dec. 9, 2017-Jan. 9, 2018 (Google Trends)
This is a bit steadier, but it’s also probable that this search term did not directly and solely relate to the new initiative.
I then decided to try the hashtag version: “#timesup.” Here’s what that term’s trend looked like:
Google Trends: “#timesup” search term, Dec. 9, 2017-Jan. 8, 2017 (Google Trends)
This one appears to be more directly related to the new initiative.
As Google Trends confirms, Time’s Up is already having an impact in terms of search. It’ll be interesting to see how the movement grows, and how search terms are subsequently affected.