A leaked marketing strategy document prepared by oil behemoth Shell and revealed by EnergyDesk shows that Shell hopes to build brand loyalty, especially amongst young people, by repositioning itself as a leader in building a carbon neutral economy — even while the company plans to do nothing to actually rein in emissions from its operations or its product.
The document was intended as a briefing for public relations firms applying to handle an “Energy Transitions” marketing campaign centered around a net-zero emissions narrative for Shell.
According to the document, “Ultimately, the content shouldn’t focus on the challenges of today, but the solutions of tomorrow — showing that net-zero is possible but a ‘patchwork of solutions’ are required across different sectors;
- Buildings & Lifestyle
There is no specific mention of how fossil fuel industry business models will have to evolve to achieve a carbon neutral future, though the document states “It can be driven by carbon pricing” and repeatedly emphasizes carbon capture and sequestration as a key technology for transforming transport, power and industry.