Our hypothesis:
Something about the fossil fuel industry’s�narrative strategy shifted in the past few years...
2
Methodology:
With Source Nine, we analyzed 1,859 campaign materials from BP, Chevron, ExxonMobil and Shell between 2020 and 2024 to identify the emotional need they address and narrative shifts they indicate.
3
After Russia’s invasion of Ukraine in 2022 disrupted global energy markets, oil and gas companies shifted attention towards energy security, and experienced record profits.
The Narrative Shift
4
Bye Paris Agreement
The fossil fuel industry abandoned transition façades�made after the Paris Agreement and refocused on fossil fuel production and shareholder returns.
5
Toxic Accounts is the first ever qualitative project to�decode the narrative shifts in fossil fuel campaigns between 2020 and 2024 and present the new oil and gas playbook.
6
Fossil fuel companies are following a common playbook.
Their marketing has shifted from focusing on clean energy to lying and manipulating the public into believing that�we need fossil fuels for a safe future, even though 91% of renewable projects are cheaper and more reliable.
Key Takeaways:
9
Greenwashing is no longer the core strategy of the fossil fuel industry
After years of greenwashing, they are now going all-in�on fossil fuels. Carbon capture, natural gas, and biofuels�are falsely promoted as “solutions” that in reality�increase fossil fuel dependence.
Key Takeaways:
10
Marketing campaigns are�delaying a clean energy transition
The Ad & PR industry’s relationship with oil majors �is helping them present fossil fuels as the only solution�for energy security and economic stability.�They are campaigning to make us dependent�on fossil fuels for decades to come.
Key Takeaways:
11
They are telling us we can’t live without them.
Really?
12
This information is new, but the experience is not.
13
You can’t change your toxic partner,
but you can walk away.
14
Sign the pledge at cleancreatives.org/join
Read the full report at cleancreatives.org/toxic-accounts