Abstract
Climate change became one of the most - discussed topics of global political leadership , as well as the crucial topic for the general public. The largest pu blic gathering in New York City, since Occupy Wall street movement, occurred in September 2014 and was aimed at demonstrat ing the public support for c limate c hange agenda.
The public perception of this rather broad topic was encountered with a challenge to communicate both individual and organizational problems or mottos, which we re carried around on banners, posters, T - shirts or even painted directly on people's bodies. The aim of this article is to analyz e these messages, categorize them and based on these outcomes to predict clear managerial implications and detect potential reputational risks or gains.