Greenwashing: branding something as eco-friendly, green or sustainable when this is not the case – tricking consumers into thinking they are helping the planet by choosing said products. Can also be summarized as; “An effective tool for misleading public perception (Leahy 2021, 74).”
Introduction to Greenwashing:
This still image advertisement was tweeted by Chevron from August 12th, to debut its Energy Renewable Diesel; reading as follows: “Introducing Chevron renewable diesel”. The caption of the tweet read: “As we move through the energy transition it’s important to find ways to meet energy needs with less carbon-intensive products. It’s why we’re working with partners to deliver a fuel called Chevron Renewable Diesel to select stations in San Diego.” Along with a link to their website. The ad is a part of Chevron’s effort to promote its more energy renewable products being fossil fuel. In recent years climate change has become one of the most pressing issues against corporations for their environmental practices.
Public Deception:
Greenwashing campaigns are key to shaping public opinion, Hansen and Machin (2019) said that this form of deception is concerning. Especially when the consumers lack the knowledge of the subject to evaluate the corporate claims. The push by Chevron to promote its renewable diesel is to appeal to consumers who have growing concerns about climate change and looking for companies that offer the more environmentally friendly products.
Chevron’s renewable diesel initiative, appearing as a step in the right direction, is a small scale project compared to the billions of dollars the company spends on oil and gas. The ad, therefore, contradicts the overall environmental impact of Chevron by focusing on a minor area of operations.
The Effectiveness of the Ad itself:
Chevron, being one of the biggest fossil fuel companies in the world, was no stranger to this criticism; therefore in an attempt to reposition itself as a more “green” company by acknowledging the growing global need for less carbon-intensive fuel options. The green grass coupled with the sun beaming brightly from above, hangs on the idea of environmental sustainability and renewable energy. The color green in particular has always been associated with nature, subconsciously appealing to the people who want more environmentally friendly fuel to protect the planet. Again, Leahy (2021) states companies like Chevron, frequently pump out small renewable projects in their ads to distract the population from the fact a majority of investments go to fossil fuel production.
Investors, too, can fall victim to the ads effectiveness. Investors now more than ever are prioritizing the Environment and Social criteria when making decisions. Yet, Bachman (2019) reminds us, misleading information about the company’s actual environmental impact can misguide the investors.
Ethical and Legal Woes:
The Fuel Industry is always associated with high pollution levels and negative environmental impact. Bachman (2019) says that not only are greenwashing practices misleading, they can also undermine trust in the companies that put in a genuine sustainability effort. Leading to the companies wanting to make an effort in halting the effects of climate change, being left with no support now that people think it’s a lost cause to invest in.
Misrepresentation by companies in general can create a false sense of corporate responsibility towards climate change. Legally, Chevron has a long record of negative environmental impacts. To well documented legal battle(s)
in places like Ecuador and significant oil spills in the Amazon region leaving negative consequences for the environment along with the local communities. These situations are swept under the rug quickly, since Chevron knows only a small percentage of people would seriously take action.
Broader Implications:
Chevron’s efforts, according to the advertisement, have broader implications for policies associated with climate change. Leahy (2021) notes that when fossil fuel companies present them as a potential leader in energy transition, it can reduce the need for stricter government regulation. If companies like Chevron are taking steps to reduce their carbon emissions, they are less inclined to apply those strict regulations to meet global needs.
The scale of the climate crisis, as numerous studies have shown, the world needs to dramatically reduce the reliance on fossil fuels to avoid harsh effects of climate change. Chevron continues to consistently invest in oil and gas, while being two faced in efforts towards renewable energy. As long as people keep looking on the surface, it will only worsen the situation.
Conclusion:
Chevron’s renewable diesel advertisement is a clear example of greenwashing. The company establishes itself as a leader in sustainability and environmental protection, its actual intention however is on fossil fuel. Scholars such as Sandberg (2020) and Leahy (2021) have argued, these greenwashing campaigns can mislead consumers, investors, and policymakers. Hindering the global objective of the climate change crisis. To counter greenwashing, there has to be more transparency and accountability in environmental practices by corporations, as well as stronger government regulations to ensure companies like Chevron, take meaningful steps towards proper sustainability. The only thing climate activists can do now is wait for a change in the hearts of Chevron, or any other company that has had negative impacts on the environment.
Bibliography:
Bachman, Rachel. “Corporate Greenwashing and the Fossil Fuel Industry: Legal and Ethical Challenges.” Journal of Environmental Law 42, no. 3 (2019): 487-510
Hansen, Anders, and David Machin. Media and Communication Research Methods: Greenwashing in the Age of Corporate Social Responsibility. London: SAGE Publications, 2019.
Leahy, Edward. “Greenwashing in the Fossil Fuel Industry: The Case of Chevron.” Environmental Communication 15, no. 1 (2021): 72-90
Sandberg, Johan. “Deception and Accountability: Chevron’s Sustainability Campaigns.” Corporate Social Responsibility Journal 16, no. 2 (2020): 35-53
Bronté Lauzé
Hi Jamaal,
I think you wrote a well written advertisement analysis. I think you did a great job explaining Chevron’s greenwashing “goals” for this campaign. However, I was disappointed to see the ad you chose as I thought it was missing a creative element. I believe you did a great job of critically analyzing the company. However, if you were to do this assignment again I would like to see you choose an ad with more visual depth to it. More focus on the image/art than just the words. I think you made great points regarding the implications of greenwashing such as reduced government regulation and false sense of corporate responsibility on sustainability. I also liked the organization of your analysis; breaking things down by category. I saw the main theme of this analysis being a concern for greenwashing having political impact and declining the progression of climate change initiatives. Meaning that spreading this message can impact law and policy makers giving them a false sense that climate change is improving. I also liked your point that this is a total misinterpretation of Chevron as they preach green initiatives but continue to invest in oil and gas. Overall, great job using that all the way through and using academic sources to back it up! I particularly liked your use of (Leahy, 2020).