Fossil fuels: Greenwashing playbook

Context

Your company spends hundreds of millions each year promoting its image as a climate-conscious energy leader. Most public communications highlight green initiatives and support for the energy transition, yet only a small fraction of capital investment goes toward low-carbon projects. Meanwhile, oil production is set to increase, and internal lobbying efforts continue to oppose Paris-aligned climate policies.

Dilemma

Do you:
A) Maintain the current strategy—highlight green efforts in public messaging while prioritizing profitable oil and gas operations behind the scenes.
B) Align actions with messaging by increasing investments in low-carbon projects and withdrawing from industry groups opposing climate policy, risking profit but preserving long-term credibility and trust.

Summary

Critics accuse Shell of greenwashing, arguing the energy giant misleads the public by heavily promoting its relatively small investments in renewable energy (like wind, solar, and EV charging) while downplaying its continued, massive investment in fossil fuels. They contend Shell's advertising creates a false impression of being a leader in the green transition, when the overwhelming majority of its business remains centered on oil and gas extraction and sales - activities driving the climate crisis. Legal complaints have been filed challenging Shell's communications, seeking accountability and an end to what some consider deceptive environmental marketing practices.

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Last modified:

29 April 2025 2.06 p.m.