This is a brilliant and honest parody of the toxic greenwashing practices Chevron and other fossil fuel businesses engage in. Take a look:
Has anyone seen this Chevron commercial? pic.twitter.com/o1nkIf0qOS
— Adam McKay (@GhostPanther) September 29, 2022
The first time I watched this video on Twitter I figured it was an actual ad, and immediately thought: Well, here we go again with Big Oil’s big bucks pumping up positive emotions about a sparkling planet, nature, and happy families. This is called Greenwashing – when a business uses design elements that give a false impression they are planet-friendly when they simply aren’t. In this case, Chevron, BP, Exxon, and all the others who have waged enormously expensive ad campaigns over the past decades, don’t have a leg to stand upon.
The video above hits all the emotional nails on the head – inspirational music, sparkling and awe-inspiring footage of nature’s beauty, a focus on the family, motherhood, and happy children – all areas of communication that are especially near and dear to the majority of Americans and utilized to give an impression that they care deeply about you – you and your family – personally.
“All the while releasing greenhouse gases that are transforming the planet right this second …”
All marketing is about transformation. In empathy-based, ethical sales, we take a close look at what the REAL transformation of your business is. Telling the real story of your business versus the fake or “right” story that will entice more people to click.
I invite you to pay attention to the transformation being sold in the ads you see in the coming days – what emotional improvement or personal transformation is being sold? Then take it a step further – notice and then get super curious, asking questions like: Is the assertion being made in this ad true? Is this propaganda or does this business truly seeks to transform customers in a positive, life-affirming way? Does this ad want me to feel trust, fear, belonging, or something else? Am I inclined to buy from this company? Of greater importance, why?
False advertising will eventually lead a business on a path toward extinction. Lies don’t maintain trust and lead to buyer’s remorse.
Consider the promises you’re making – are they true? Has reality shifted making past promises in need of an upgrade? Are you setting the bar too low? Is your business truly aligned with green practices, or is it time to reassess your carbon footprint?
Bonus – the steps you take to improve your carbon footprint or make your promises more truthful can be shared with your audience. People want to hear stories about your transformation as a business, as well as the authentic positive impact it will have on their lives.