The great greenwashing scam: PR firms face reckoning after spinning for big oil

theguardian.com:

This week a peer-reviewed study confirmed what many have suspected for years: major oil companies are not fully backing up their clean energy talk with action. Now the PR and advertising firms that have been creating the industry’s greenwashing strategies for decades face a reckoning over whether they will continue serving big oil.

The study compared the rhetoric and actions on climate and clean energy from 2009 to 2020 from the world’s four largest oil companies – ExxonMobil, Chevron, Shell, and BP. Writing in the journal Plos One, researchers from Tohoku University and Kyoto University in Japan conclude that the companies are not, in fact, transitioning their business models to clean energy.

“The magnitude of investments and actions does not match discourse,” they write. “Until actions and investment behavior are brought into alignment with discourse, accusations of greenwashing appear well-founded.”

Although this isn’t the first time that oil companies have been accused of overstating their climate bona fides, it has never been set out quite so comprehensively, according to environmental sociologist Dr Robert Brulle at Brown University. “This is the first robust, empirical, peer-reviewed analysis of the activities–of the speech, business plans, and the actual investment patterns of the major oil companies regarding their support or opposition to the transition to a sustainable society,” he says.

Brulle says PR firms and advertising agencies that have created campaigns around the oil firms’ net-zero claims are now on notice. “There’s no plausible deniability that they are unaware of the activities of these companies after this paper has been published,” he says. “This paper clearly shows that these companies aren’t walking