Fossil fuels: Carbon footprint distraction

Context

Your company is under fire for its contribution to climate change. To deflect criticism and foster goodwill, the PR team proposes a campaign focused on individual responsibility, reviving the popular concept of the “carbon footprint.” The campaign would include calculators, sustainability tips, and lifestyle pledges—encouraging people to drive less, recycle more, and eat plant-based.

Dilemma

Do you:
A) Launch the personal responsibility campaign, improving public image and delaying tougher regulation, even if it reinforces a misleading narrative.
B) Reject the campaign and use your platform to advocate for systemic change, supporting climate policy reforms—even if it draws attention to your own company’s emissions and opens the door to costly regulation.

Summary

The concept of a "personal carbon footprint" was deliberately popularized by fossil fuel companies, notably BP, to shift blame for climate change onto individuals. This tactic distracts from the massive systemic impact of the fossil fuel industry itself. By focusing on individual actions, corporations deflect scrutiny from their core business model, which drives the climate crisis. People should recognize this strategy and maintain pressure on Big Oil for systemic change, rather than solely internalizing guilt over personal consumption choices.

Resources:

• https://www.theguardian.com/commentisfree/2021/aug/23/big-oil-coined-carbon-footprints-to-blame-us-for-their-greed-keep-them-on-the-hook