by “Oil Corporations Utilize Influencers to Promote Fossil Fuels Amongst Youth, Aiming to Expand Revenue and Cultivate ‘Social Capital’ via Social Media Targeting.”
“Influencers Paid by Oil Companies to Amplify Fossil Fuel Messaging Among Youth. An AFP Investigation highlighted surprising endorsements of gas stations, fuel rewards, and club cards by young celebrities known for unrelated content.
The investigation revealed instances involving major oil players such as BP, Chevron, ExxonMobil, Shell, and TotalEnergies compensating individuals to promote fossil fuels across India, Mexico, South Africa, and the US, leveraging platforms like Instagram, TikTok, and Twitch.
A separate probe by DeSmog uncovered over 100 influencers endorsing oil and gas firms, including a Filipino grandmother whose typical posts revolve around family matters.
The Motive Behind Oil Companies’ Influencer Collaborations:
According to the AFP report, these companies are tapping into the social media sphere to bolster revenue from their fossil fuel operations. As more nations explore cleaner alternatives to combat global warming, oil corporations are seeking to counteract negative perceptions among the youth.
Melissa Aronczyk, a communication and information professor at Rutgers University, highlighted that as young people increasingly grasp the climate crisis urgency, oil companies are striving to cultivate a positive image, aiming to build ‘social capital’ with this demographic.
Response from Oil Companies:
ExxonMobil spokesperson Lauren Kight told AFP that the company partners with influencers to enlighten consumers about the comprehensive advantages of their fuel rewards program. Similarly, a representative from Shell, who remained anonymous, mentioned the use of advertising and social media to promote their low-carbon offerings, refraining from providing specific examples.”
