The fossil fuel industry’s cynical rebranding campaigns as “energy companies” investing in renewables while drilling more oil than ever.
BP’s “Beyond Petroleum”
BP introduced “Beyond Petroleum” rebrand in 2000, changing logo to green sunburst. But renewables were <5% of investment while oil/gas exploration continued. The 2010 Deepwater Horizon disaster exposed the gap between marketing and reality. By 2020, BP abandoned the slogan but kept green branding.
Shell’s Net-Zero Theater
Shell announced net-zero by 2050 while planning oil production increases through 2030. The company’s renewable investments ($2-3B annually) paled next to oil/gas spending ($25B). Climate activists sued Shell; in 2021, a Dutch court ordered 45% emissions cuts by 2030. Shell appealed.
Exxon’s Algae Biofuels
ExxonMobil advertised algae biofuels research for over a decade while producing zero commercial fuel. The company spent more on algae marketing than actual development. By 2023, major oil companies’ renewable investments remained <10% of capex. The rebranding served to delay regulation and maintain social license, not transition business models.
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