marketing

While Oil Front Group Touts Cheap Fossil Fuel to Low-Income Families, Industry Negotiates Deal to Drive World Oil Prices Up

Fueling U.S. Forward, an oil industry PR group, has spent the second half of 2016 running an on-the-ground campaign targeting African-American communities and spreading a message focused on energy prices, a front-page New York Times investigation reported on January 5.

The organization's tactics included sponsoring a Richmond, VA gospel show where a few lucky families could win up to $250 off their household energy bills — though the music was paused mid-concert for a panel discussion about fossil fuels.

Inside Shell’s PR Strategy To Position Itself As A ‘Net-Zero Emissions’ Leader

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
  • Tranport
  • Power
  • Industry”

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.

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