The most dominant negative emotion was Disappointment, with a high total significance score of 22 across 10 mentions. This narrative, amplified by news media, focuses on the perceived threat of AI to the firm's business model and criticisms of its performance. This theme's impact is powerfully illustrated by an article from a top-tier publication, The Wall Street Journal, which questions how the firm will stay relevant and frames the challenge as an 'existential' crisis for McKinsey.

Anger, with 10 mentions, was focused on accusations of political influence and tax avoidance schemes, primarily originating from users on X. This theme's significance comes from the high volume of these lower-level conversations. An example with background-level engagement on social media comes from a user on X alleging the company uses an "organized scheme" to avoid taxes in France.

The emotion of Disgust, appearing in 2 mentions, is tied to the perception that the firm's advice is generic and easily replaceable by AI. The theme's presence is noted through a low volume of individual, low-impact comments. An example with background-level engagement is a derisive social media post that simply posted a laughing reaction to official company content.

Fear was identified in a single, isolated mention. This post, which had background-level engagement, came from a series of posts by one individual on X who stated "my life is in danger" while simultaneously expressing a desire for an interview at the company.

Sadness was also present in just one mention, originating from the same user as the 'Fear' theme. This post, with background-level engagement, lamented their personal financial situation, stating that others are millionaires whilst I am so poor.