It’s Hard To Skip Through A Field of Daisies, While Wearing Exxon’s Oil-Soaked Boots

Renewable fuels, like solar, wind and biofuels, will grow at a brisk pace but they will account for just 2 percent of the world’s energy supplies by 2030, according to Exxon.
The front page of this morning’s Sunday Business section blares a provocative headline, “Green Is for Sissies.” It’s the mantle for a feature piece on Exxon.
Exxon, the world’s largest corporation with $375 billion in assets, is portrayed as a company entrenched in its own history and success.

While other oil companies try to paint themselves greener, Exxon’s executives believe their venerable model has been battle-tested. The company’s mantra is unwavering: brutal honesty about the need for oil and gas to power economies for decades to come.
“For the foreseeable future — and in my horizon that is to the middle of the century — the world will continue to rely dominantly on hydrocarbons to fuel its economy,” says Rex W. Tillerson, the chief executive of Exxon Mobil.

How does this conservative thinking so prevalent in the corner offices of Irving, Texas align with Exxon’s green-tinted innovation messaging? It doesn’t.

Exxon is squarely focussed on the extraction of resources business they know, the business that’s made them rich beyond comprehension. It’s not my place to argue with their internal strategy. But I will say Exxon is engaged in greenwashing with the express hope of making customers more receptive to their petroleum-based energy offerings. From a corporate communications perspective, Exxon (the brand) isn’t going to just cede that platform to BP.
I think the scientists the brand asked to appear in these ads are genuinely concerned about our collective future on the planet, and that they’re speaking honestly about projects they deeply care about. But it’s like putting “Rudy” in the lineup when the game’s safely in the bag. Yes, Exxon is working on some green solutions, but it’s a side show.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.