Oil majors shifting from greenwashing to fossil fuel advocacy, advertising study finds

"In the US and UK, there is urgent climate action which has put pressure on oil and gas companies to adopt a new narrative. Energy security is a global theme that has started to be incorporated in Asia, but most campaigns in the region continue to focus on brand loyalty and Asian values of family and community."

"The analysis found that campaigns for energy companies in Asia focused on more traditional themes such as family values, national pride, affordability and brand loyalty rather than climate leadership or energy security."

"She said there is a greater cultural acceptance of oil and gas in Asia, and relatively low climate literacy, which has informed how fossil fuel companies communicate."

Clean Creatives analyzed 1,859 marketing campaigns from Shell, ExxonMobil, BP, and Chevron between 2020 and 2024, revealing distinct regional communication strategies. In Asia, fossil fuel companies prioritize traditional themes including family values, national pride, affordability, and brand loyalty rather than climate leadership. This approach reflects greater cultural acceptance of oil and gas in Asia and lower climate literacy levels. A shift occurred from addressing energy poverty in 2020-2021 to emphasizing energy security by 2024, though slower than global trends. In contrast, US and UK markets face urgent climate action pressures, compelling oil companies to adopt climate-focused narratives. Specific campaigns include Singapore's Esso Cares promoting liquified natural gas affordability, Caltex's rap challenge in Southeast Asia, and Shell's Malaysian initiative targeting family values.

Read at Eco-Business