Thread by @ChristineArena

As the case against fossil fuel industry marketers escalates, it's important to clearly define what we mean when we talk about climate disinformation and greenwashing. While these practices are closely related, they are different. This 🧵 explores how.

2/ Climate disinformation is information that directly contradicts climate science. This includes denial discourse (“the science is still uncertain”) as well as delay discourse (“individual consumers are responsible,” “fossil fuels are part of the solution,” etc.).

3/ Presently, delay discourse is the more prevalent form of climate disinformation. This paper by
@giulio_mattioli @seb_levi @TimmonsRoberts @JKSteinberger et al. explores the issue and provides an excellent visual framework: cambridge.org/core/journals/…

4/ Here is the key graphic from the Discourses of Climate Delay study mentioned above. I’ll provide some modern examples of the different discourses below:

5/ This ad from The American Petroleum Institute illustrates the “emphasize the downside” climate delay frame:

6/ The aggressive marketing of methane, which has 80 times the warming power of carbon dioxide, as a “clean,” “renewable,” “bridge fuel,” illustrates the “push non-transformative solutions” frame:
channel4.com/news/revealed-…

7/ OPEC’s statement following #COP26 illustrates the "emphasize the downside" climate delay frame, as well as projection (blaming proponents of renewables for creating a "misleading and potentially dangerous" narrative):

8/ This ad from BP illustrates the “redirect responsibility” climate delay frame:

https://twitter.com/bp_plc/status/1186645440621531136?s=20

9/ This excellent paper from @GeoffreySupran @NaomiOreskes reveals Exxon’s efforts to redirect responsibility and promote false narratives: cell.com/one-earth/full…

10/ There are numerous additional examples of climate disinfo, delay discourse and related tactics. For more, please follow those listed above as well as @RBrulle @BenFranta @MaibachEd @M_Aronczyk +many others!

Now, to greenwashing...

11/ Greenwashing refers to misleading language that induces false positive perceptions of an organization’s environmental performance. When we hear phrases like: “talk green, act dirty,” or “all talk, no action,” folks are referring to greenwashing.

12/ This working paper by @ClimateSSN is essential reading as it provides a framework for defining and assessing greenwash in all its various forms: cssn.org/cssn-working-p…

13/ With respect to examples of fossil fuel industry greenwash, it’s important to note that while the majority of their marcoms promote green efforts, just 1% of the industry’s assets are invested in clean technologies: morningconsult.com/2021/10/07/oil…

14/ Given Exxon’s 0.16% investments in low-carbon activities, its promotion of blue green algae as “tomorrow’s fuel” exemplifies greenwash:

15/ Within the spectrum of greenwash, one issue that demands closer scrutiny is the difference between supply-side (product) and demand-side (emissions reduction) climate activities. Fossil fuel companies hope we conflate these two, and their ads encourage us to do so.

16/ When Chevron & Exxon talk about being in alignment with Paris, they are talking about their efforts to bring fossil fuels to market more efficiently, NOT about reducing output: bloomberg.com/news/articles/…

17/ The most widely-aired Chevron advertisement mentions green efforts, but doesn't mention oil and gas at all. It ran more than 5,300 times between August and October 2020: s3.amazonaws.com/pdfweb/videos/…

18/ Beyond climate disinfo and greenwashing, there are other underhanded tactics employed by the fossil fuel industry – such as smear campaigning, astroturfing and extensive anti-climate lobbying.
nytimes.com/2020/11/11/cli…

19/ These marketing activities produce harm – minimizing imminent threats and dangers, providing a false sense of security, thwarting climate action, etc., which is part of the reason for the flood of State AG lawsuits against oil co's: payupclimatepolluters.org/uploads/media/…

20/ I write this thread with a clear goal in mind, and that is to elevate serious, material discussions about climate disinformation and greenwash within the PR and Ad industry world. We must acknowledge the extent of the crisis and our role in perpetuating it.

21/ @RepRoKhanna framed it best during the House hearings: “You are powerful leaders at the top of the corporate world at a turning point for our planet. Be better. Spare us the spin today, really we have no interest in it.”

end thread.