Narrative power is political power. For decades, fossil fuel interests have used advertising and public relations to shape public discourse, normalise delay, and protect incumbent power. Unless this influence is actively governed, commitments to phase out fossil fuels will be weakened in practice and will not endure.
Phasing out fossil fuels is a change management project. Lewin’s change management model has three stages: 1) Unfreeze 2) Change 3) Refreeze. Across all stages, clear, consistent and constant communications is key, as is the articulation of the problem (fossil fuels), the path to success, and desired end state (healthy, clean economy).
The failure of governments to curtail the influence of fossil fuel companies and to clearly and consistently communicate about the energy transition, are two cross-cutting barriers to ending fossil fuel supply and demand. This will become more of a problem amid an increasing backlash over renewable infrastructure costs and other environmental issues.
To create the cultural environment that supports fossil fuel phase out, governments must actively influence the information environment – as they would do in any other health, economic or security emergency.
Santa Marta – Fossil Fuel Ad Ban Summary PDF
Name of the solution: Decarbonise Culture
Curb public fossil fuel demand by:
- national and sub-national bans on the marketing of high-emissions products
- bans on fossil fuel companies sponsoring or branding education materials or educational settings such as museums, schools and sports
- introduction of health warning labels on petrol and gas products
- introduction of EU-style CO2 labels on energy-using products and their advertising materials.
This should be complemented by:
- government advertising campaigns explaining how the transition benefits the community.
- governments not hiring advertising agencies that have fossil fuel clients.