By Kathryn Clare and Cartie Werthman on Desmog
Think about spending numerous hours producing a catchy advert marketing campaign that’s now blanketing the web. Views are effervescent up like champagne fizz. The inventive workforce is high-fiving one another down the hallway —
However that’s the place the celebration stops. In any respect-staff conferences, your work isn’t shared with the remainder of the corporate. Your income is lacking from the pie chart. And your rigorously crafted messaging definitely received’t be nominated for any public awards.
The rationale? Your workforce was engaged on a contract with an oil and fuel firm.
And because the devastation attributable to the local weather disaster intensifies, fossil gasoline purchasers are now not a very good search for an business the place picture is all.
“Awards are a dangerous place to talk about fossil fuel clients,” mentioned one promoting business insider who’s labored within the sector for greater than a decade. “If you win, that’s not necessarily good news because that becomes public.”
If the work does get spoken about, firm leaders are tying themselves in knots to justify it, added the insider, who declined to be named for worry {of professional} repercussions. When their CEO reassured workers that an oil firm consumer had a very low degree of carbon emissions per barrel, the business insider recalled considering: “Great, that’s like saying this gun is going to kill you with a smaller hole in your head than this other gun.”
For greater than two years, DeSmog has been investigating how promoting and public relations businesses revenue from making oil and fuel firms seem extra sustainable than they are surely. Our reporters and researchers have interviewed dozens of sources working throughout the business and reviewed tons of of business paperwork, together with company stories, press releases, social media posts, and media interviews.
Our findings fashioned a part of a criticism filed as we speak in opposition to UK-based WPP, the world’s largest communications group by income, alleging that the corporate’s work for purchasers similar to Shell, BP and Saudi Aramco breached worldwide company accountability tips. Adfree Cities and the New Climate Institute, who lodged the criticism with the OECD, an intergovernmental physique, argue that WPP’s work drove up demand for polluting merchandise and undermined world efforts to curb greenhouse fuel emissions.
Whereas the criticism is emblematic of rising issues over the methods used to provide polluters a inexperienced sheen, we discovered that promoting firms are utilizing related ways to make themselves appear climate-friendly, too.
The development is seen amongst every of the “Big Six” communications giants — Dentsu, Havas, Omnicom, Interpublic Group (presently being acquired by Omnicom), Publicis Groupe, and WPP — who had a mixed income of $72 billion in 2023 and whose tons of of subsidiaries dominate these industries globally.
DeSmog has revealed in-depth profiles of the Large Six in our Promoting and Public Relations Database — a freely accessible useful resource that profiles greater than three dozen businesses working to advertise oil and fuel firms, with new entries added each few weeks. The profiles embrace particulars of lots of the 280 contracts with fossil gasoline purchasers the Large Six have held for the reason that begin of 2023 — a determine primarily based on DeSmog analysis and findings from marketing campaign group Clear Creatives. [For an interactive map showing some of the most significant deals, see below].
Listed below are six methods the Large Six painting themselves as local weather champions:
A tradition of silence round fossil gasoline contracts
Presenting oil and fuel work as climate-friendly
Growing anti-greenwashing measures (however nonetheless greenwashing)
Misrepresenting carbon emissions from working their companies
Ignoring promoting’s function in boosting gross sales of polluting merchandise
Operating tokenistic ‘green’ campaigns
Not one of the six firms responded to requests for remark.
‘Mad Men Fuelling the Madness’
Dressing a few of the world’s largest polluters up as accountable company residents is massive enterprise.
Oil and fuel majors Shell, BP, TotalEnergies, Chevron, and ExxonMobil spend tons of of hundreds of thousands of {dollars} a 12 months on methods “to portray themselves as positive and proactive on the climate change emergency,” in response to analysis by InfluenceMap.
The motivation for Large Oil to spend such huge sums is obvious: If these firms can persuade the general public they’re working onerous to resolve the local weather disaster, they’ll retain their social licence to proceed increasing oil and fuel manufacturing.
However because the local weather disaster worsens, the inventive businesses paid to forged fossil gasoline giants because the gatekeepers to local weather options are themselves coming beneath rising scrutiny.
In 2022, greater than 450 scientists wrote an open letter urging main promoting companies, together with WPP and Interpublic Group (often known as IPG), to cease producing disinformation and representing fossil gasoline purchasers. And final summer time, UN Secretary-Basic António Guterres echoed this name in strident phrases — describing advert executives as “Mad Men fuelling the madness,” and warning that oil and fuel are “toxic to your brand.”
Lucy von Sturmer, founder and CEO of Creatives for Local weather, a nonprofit selling sustainable creativity, advised DeSmog that promoting and PR businesses “are obviously wanting to, like big polluters themselves, maintain their own social license and image.”
New York-based Interpublic Group, for example, mentioned in its 2023 annual report back to CDP, a nonprofit environmental disclosure system, that its “visible commitment to sustainability … is viewed [by Interpublic Group] as an opportunity to enhance its reputation among clients.”
Inexperienced credentials additionally assist entice and retain workers. A 2021 business survey discovered practically three-quarters of communications business workers are hesitant to work with fossil gasoline purchasers. In comparison with earlier generations, Gen Z and Millennials are particularly desirous to align their values with their work, in response to von Sturmer. “And obviously agencies rely on young, often cheaper, talent to retain the cultural zeitgeist,” she added.
Right here’s how the Large Six’s methods work in apply:
1. A tradition of silence round fossil gasoline contracts
Promoting firms typically do their finest to maintain their fossil gasoline work beneath wraps, even to their very own workers, workers advised DeSmog. As an illustration, managers could maintain separate conferences for fossil gasoline accounts groups to tout their accomplishments internally, somewhat than sharing at all-staff gatherings.
On the similar time, these businesses generally loudly promote their sustainability achievements.
In 2023, French communications large Havas made a public dedication to “an ambitious decarbonization trajectory.” However later that 12 months, the corporate received a contract to run British oil main Shell’s advert placement technique. In 2024, a Havas company pitched (unsuccessfully) for Shell’s world PR account.
One Havas worker advised DeSmog reporters in 2023 {that a} tradition of silence had existed round each pitches, with “zero internal communications.” One other mentioned that, in contrast, there have been “huge celebrations” when Havas London attained B-Corp standing, an moral enterprise certification, in 2018.
Havas’ 4 B-Corp businesses had their certification stripped after the Shell deal sparked a backlash from campaigners and different B-Corp companies, who mentioned firms working with fossil gasoline firms shouldn’t be eligible. In November 2024, Havas warned traders of the doable “negative publicity” related to its work for fossil gasoline purchasers in its prospectus for its itemizing on the Dutch inventory trade.
Interpublic Group, in the meantime, publicized a 2022 Earth Day marketing campaign encouraging its workers to take small actions supporting the atmosphere, touting it on Instagram, in a commerce journal interview and reporting it as a part of its local weather emissions discount efforts a 12 months later. Against this, Interpublic Group workers advised DeSmog in 2023 that the company had saved its work for Saudi Arabia’s state-owned oil firm Saudi Aramco, one of many world’s largest polluters, quiet internally.
Paris-based Publicis Groupe stays the one one among the many Large Six to publicly promote any fossil gasoline purchasers (British Fuel) on its foremost web site.
2. Presenting fossil gasoline work as climate-friendly
Massive offers, such because the one between Havas and Shell, will be onerous to maintain beneath wraps, and whereas the Large Six could define lofty-sounding local weather ambitions, loopholes and defective justifications rapidly emerge after they come beneath fireplace for taking over polluting purchasers.
In September 2022, Interpublic Group introduced that it might now “proactively review the climate impacts of prospective clients that operate in the oil, energy and utility sectors before accepting new work.” Nevertheless, the coverage doesn’t apply to present purchasers, permitting Interpublic Group subsidiaries together with advert company McCann to proceed working for purchasers similar to Saudi Aramco. For the reason that begin of 2023, Interpublic Group has held 50 contracts with fossil gasoline purchasers, in response to Clear Creatives.
The CEOs of Paris-based Havas and London-based WPP, in the meantime, argue that their firms may also help the fossil gasoline business embrace cleaner vitality.
In 2022, WPP CEO Mark Learn advised monetary analysts, “We are there to support them [oil and gas clients] on that transition.” An October 2024 report by InfluenceMap, nonetheless, discovered that WPP had extra purchasers obstructing web zero local weather insurance policies than supporting them — and revealed an analogous image at Interpublic Group, Omnicom, Dentsu and Publicis Groupe.
Havas CEO Yannick Bolloré mounted an analogous defence of his firm’s work for the fossil gasoline business in response to questions from business press about his choice to work with Shell in 2023.
“We believe the most effective change comes from within,” Bolloré was quoted as saying. Bolloré later advised an viewers at an business convention: “Our industry should be able to work with any industry as long as, and this is important, they are themselves on a meaningful transition journey.”
That very same 12 months, Shell said that it was “stepping back” from its renewable vitality portfolio, regardless of having beforehand promised to more and more provide renewable energy.
Requested about Bolloré’s place on working with Shell on the time, Solitaire Townsend, co-founder of sustainability communications company Futerra, advised DeSmog that promoting businesses have “nowhere near the competency, education, or knowledge” to make a consumer meaningfully change their conduct.
3. Growing anti-greenwashing measures (however nonetheless greenwashing)
Whereas CEOs of the Large Six argue they’re serving to their fossil gasoline purchasers transition to cleaner vitality, regulators have appeared askance.
In June 2023, the Promoting Requirements Authority (ASA), the UK regulator, banned an advert in Shell’s “Powering Progress” sequence created by WPP’s VML (previously Wunderman Thompson). The ASA dominated the advert might mislead customers into believing renewable vitality includes a big portion of the oil large’s enterprise.
VML was additionally the inventive muscle behind earlier Shell advertisements that the Dutch Promoting Code Committee banned in 2022 for deceptive customers in regards to the influence of Shell‘s carbon offsetting programme. VML didn’t reply to a request for remark.
That 12 months, VML’s mother or father firm WPP had launched its Inexperienced Claims Information to make sure environmental statements in its promoting had been “not misleading in any way.”
Final August, the ASA obtained dozens of complaints that Shell’s most up-to-date “Powering Progress” advert gave a deceptive impression of the corporate’s dedication to wash vitality. VML had additionally created the advert in query, whereas Havas Media (a subsidiary of Havas) labored on putting the advert in considered one of its first massive initiatives since profitable the account. The ASA is but to ship a ruling.
Different businesses have additionally sought to current themselves as authorities on avoiding greenwashing.
After practically a decade of constructing advertisements selling U.S. oil large ExxonMobil’s speculative algae biofuels analysis programme as a viable local weather answer, Omnicom advert company BBDO launched a sustainability consultancy designed to assist purchasers navigate greenwashing issues in 2023.
BBDO’s latest advert marketing campaign for ExxonMobil, nonetheless, includes a flood of social media advertisements suggesting that the corporate will use carbon seize and storage to combat the local weather disaster. At the moment, ExxonMobil makes use of the expertise to pump extra oil. There’s additionally little lifelike prospect of the expertise being deployed at a scale that would make a distinction to the local weather: The emissions from burning the oil ExxonMobil alone bought in 2023 would outweigh the quantity of carbon seize business plans to deploy by 2035, in response to an evaluation of funding plans by BloombergNEF.
In 2022, Interpublic Group went a step additional than the opposite holding firms when it introduced it might not work on campaigns aspiring to form coverage to delay fossil gasoline use. Nevertheless, in 2022 and 2023 Interpublic Group subsidiary Weber Shandwick lobbied the European Union over its local weather insurance policies on behalf of Shell, Eurogas, and a gasoline provider commerce affiliation. An InfluenceMap investigation had beforehand discovered that these fossil gasoline firms had been lobbying to incorporate pure fuel — a fossil gasoline — in Europe’s vitality future. Weber Shandwick didn’t reply to a request for remark.
4. Misrepresenting operational carbon emissions
Every of the Large Six have made public commitments to cut back the carbon emissions from their operations — these attributable to the working of the agency, similar to worker journey or vitality used to energy workplace buildings. However simply as they exaggerate inexperienced claims for his or her purchasers, how they report their very own local weather progress isn’t at all times easy.
In a report back to the Interactive Promoting Bureau, a commerce physique specialising in digital advertising, Publicis Groupe said that it managed to make its operations carbon impartial in 2022 utilizing carbon offsets. Nevertheless, a Bloomberg investigation discovered that a big proportion of the offsets Publicis Groupe had bought the earlier 12 months had been tied to low-cost, low-credibility renewable vitality initiatives. Publicis Groupe has additionally offset carbon utilizing credit from the Peru-based Verra Carbon Customary Madre de Dios program, which has been extensively criticized, each for being ineffectual and for hurting Indigenous rights. WPP, in the meantime, has promoted its involvement within the Science Based mostly Targets initiative (SBTi), a world physique via which companies can set net-zero targets. Nevertheless, in 2024, WPP was amongst considered one of virtually 240 firms that SBTi delisted for failing to fulfill key reporting deadlines.
Dentsu states on its web site that by 2022 it had lowered its Scope 1 and a couple of emissions — the emissions that the Japanese-based agency immediately produces from its operations and companies — by 52.8 % since 2019. Nevertheless, a desk in its 2022 annual report painted a much less rosy image: In the identical 12 months, the corporate’s Scope 3 emissions — these generated by Dentsu’s provide chain, together with enterprise journey and worker commuting — really elevated, that means the online discount in 2022 was a much less spectacular 3.8 %.
Dentsu has now revealed its 2023 emissions and its Scope 3 emissions have continued to climb. The corporate’s complete emissions footprint is now 7.8 % bigger than in 2019.
Throughout a number of pages of its web site, Dentsu says that its operations are powered completely by renewable vitality. Vitality knowledge in Dentsu’s 2023 annual report, nonetheless, present that this determine excludes its operations in Japan, the place the corporate is headquartered, and the place solely 0.4 % of vitality use got here from renewable vitality that 12 months. With Dentsu’s authentic working nation included, solely 37.7 % of the vitality utilized by the corporate got here from renewable sources in 2023.
In its 2019 annual report, Dentsu outlined greenwashing because the apply of utilizing “unsubstantiated information or partial data to give the impression that products or corporate activities are more environmentally friendly than they actually are.”
5. Ignoring promoting’s function in boosting gross sales of polluting merchandise
In 2021, Interpublic Group subsidiary Carmichael Lynch boasted about its success in boosting gross sales by U.S. oil and fuel producer ConocoPhillips. Carmichael Lynch wrote on its web site that its “Choose Go” marketing campaign resulted within the firm promoting “40 million more gallons of gas in the campaign’s first five months compared to the year prior.” The submit has since been deleted.
Campaigners argue that if advert and PR businesses take credit score for rising gross sales of polluting merchandise, then in addition they bear accountability for the related emissions — and may subsequently take steps to measure, publicly report, and scale back them.
Planet Tracker estimates that the “advertised emissions” attributable to the campaigns run by the Large Six on behalf of 39 of their largest purchasers quantity to greater than 530 million tonnes of carbon dioxide equal per 12 months — bigger than the UK’s annual emissions.
The Large Six, nonetheless, virtually at all times omit these marketed emissions from discussions about their environmental influence.
WPP, Publicis Groupe, and Dentsu are all members of the United Nations (UN)-backed Race to Zero marketing campaign, which focuses on rallying companies to hit web zero carbon emissions by 2050. Race to Zero recommends that firms publish their marketed emissions.
To this point, Dentsu is the one member of the Large Six to have accomplished so. In 2023, Dentsu estimated that its marketed emissions had been 12.8 million tonnes of carbon dioxide equal – 32 occasions the emissions generated by working its operations. Dentsu says “these emissions remain the responsibility of clients.”
As an alternative of marketed emissions, the Large Six have targeted on monitoring the a lot smaller carbon footprint related to putting advertisements — similar to from the electrical energy required to run a Fb marketing campaign.
6. Operating tokenistic ‘green’ campaigns
Final June, Londoners strolling on Euston Street had been greeted by a brand new mural — rendered with particular paint designed to take away air air pollution.
Asserting the mural’s unveiling, Dentsu, who created the “This Campaign Sucks” marketing campaign, launched in partnership with the environmental nonprofit World Motion Plan, mentioned: “Together we aim to tackle poor air quality in cities across the UK and Ireland – highlighting the links to health inequalities and the climate crisis.”
DeSmog has recognized 30 contracts between Dentsu and fossil gasoline purchasers from the final 5 years, together with work for oil and fuel producers TotalEnergies, Chevron, Eni, and Indian Oil. Burning fossil fuels causes over 60 % of an estimated 8.3 million world air air pollution deaths yearly, in response to a 2023 research within the British Medical Journal.
Lisa Graves, government director of True North Analysis, a political and coverage analysis agency, mentioned that advert and PR businesses that work for purchasers in “destructive industries” can also discover “some client to hire them to do something good.” This method permits companies to take credit score “only for the good and not the bad.”
Different Large Six firms have additionally received contracts from climate-focused teams whereas persevering with to revenue from profitable relationships with fossil gasoline purchasers.
In 2022, WPP’s Hill+Knowlton (now known as Burson) was chosen by the Egyptian authorities to handle public relations for the United Nations local weather convention COP27, held in Sharm El Sheikh. Information of the contract prompted scientists to jot down the letter calling for the agency to chop ties with its oil and fuel purchasers, together with ExxonMobil, Saudi Aramco, and business group the Oil and Fuel Local weather Initiative.
The WPP promoting company Ogilvy works with 15 oil and fuel purchasers, together with BP and the oil foyer group the American Petroleum Institute — greater than some other company, in response to analysis by Clear Creatives.
There isn’t a point out of Ogilvy’s fossil gasoline work on its web site. However Ogilvy and its mother or father firm WPP do proudly show-off a marketing campaign the company made for Greenpeace. Dentsu additionally showcases its work for Greenpeace on its web site.
Graves, of True North Analysis, mentioned advert and PR companies have a capability to reinvent their picture in order that poor conduct doesn’t persist with them. The company “can then claim that it’s somehow good on climate, even if it’s spent 20 years aiding the climate denial movement,” she mentioned.
Shaping the narrative
The Large Six’s ways are working.
Dentsu and Publicis Groupe, together with businesses owned by Omnicom and WPP, received prizes on the 2023 Advert Internet Zero awards, meant to have a good time advertisers “who are helping to reduce emissions and pave the way to a net zero economy.” Within the 2024 version, WPP’s Wavemaker, and Omnicom’s EssenceMediacom and OMD — who held a mixed 12 contracts with fossil gasoline firms, in response to Clear Creatives — all received awards.
The Large Six additionally rank extremely in moral investor scorecards, and Publicis Groupe, Interpublic Group, and Dentsu characteristic within the prestigious Dow Jones Sustainability Indices.
Narratives extolling the inexperienced credentials of the Large Six are additionally seeping into the promoting business commerce press, typically unchallenged. In 2024, the journal Advertising and marketing Week revealed a sponsored article by WPP company GroupM about its efforts to cut back the carbon emissions generated by putting advertisements. The article didn’t embrace any reference to the company’s marketed emissions — doubtless far bigger compared.
In April 2022, The Drum revealed a fluffy Earth Day article on “how the world’s top holding companies are celebrating,” consisting of statements from Publicis Groupe, Interpublic Group, Omnicom, Havas, and Dentsu, describing how they’re “investing in environmentalism.” The article didn’t point out the 201 fossil gasoline contracts collectively held by these 5 firms, in response to Clear Creatives.
Advertising and marketing Week declined to remark. The Drum didn’t reply.
Pressure for good?
There are indicators, nonetheless, that the tide of opinion is popping.
Moral traders are lobbying main businesses, together with Publicis Groupe, to acknowledge — and work to cut back — the local weather influence of their work for fossil gasoline purchasers. Greater than 1,000 businesses — largely smaller, unbiased ones — and over 2,000 particular person creatives have now taken the Clear Creatives pledge to not work with fossil gasoline purchasers.
When information broke of Havas’s 2023 cope with Shell, the Fossil Gasoline Nonproliferation Treaty marketing campaign terminated its contract with the company. Havas’s pitch for additional Shell work in 2024 sparked protests at Havas headquarters in London, and the following lack of B-Corp certification for 4 Havas businesses additional dented the corporate’s picture.
Because the Large Six have labored out, showing inexperienced is nice for enterprise. If these large firms made good on appearances, mentioned Creatives for Local weather’s Lucy von Sturmer, then the business might turn into a drive for good: “Imagine if we could use that amazing creative superpower to convince people, and to nudge them, and to mobilize them towards the regenerative future that we need.”
Extra reporting by TJ Jordan and Ellen Ormesher
This text was revealed alongside updates to DeSmog’s Promoting and Public Relations Database, the place you possibly can browse our analysis on the promoting and PR business companies which have protected the popularity of their fossil gasoline purchasers and created greenwashing campaigns to persuade the general public that local weather change will not be an pressing risk.
Kathryn Clare joined DeSmog in January 2024 as a contributing researcher. From a public well being background, she has beforehand labored on the intersection between local weather change and well being, and the influence companies have on the well being of populations. Her work on misrepresentation by the meat business of the local weather and well being impacts of pink meat consumption has been revealed within the journal Meals Coverage.
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The submit Advert Companies Make Oil Firms Look Inexperienced. Right here’s Six Methods They Greenwash Themselves appeared first on The Good Males Challenge.
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