Oil corporations are compensating influencers to endorse fossil fuels among the younger generation. According to a report from the AFP news agency, youthful influencers renowned for sharing content related to video games, pets, and vacations are unexpectedly endorsing gas stations, fuel rewards, and club memberships.
The report identified instances where major oil enterprises such as BP, Chevron, ExxonMobil, Shell, and TotalEnergies remunerate individuals to promote fossil fuel offerings in countries like India, Mexico, South Africa, and the United States. This promotion occurs through posts on popular social media platforms like Instagram, TikTok, and Twitch.
A separate investigation by the news platform DeSmog uncovered over 100 influencers who had received compensation for endorsing oil and gas enterprises, including surprising examples like a Filipino grandmother who typically shares content about her family.
The motivation behind oil companies engaging influencers lies in the effort to attract the attention of younger audiences on social media. This approach aims to augment profits from oil and gas-related ventures, especially as many nations are exploring cleaner alternatives to fossil fuels to combat global warming. Melissa Aronczyk, a communication and information professor at Rutgers University, explained that oil companies are using this strategy to establish a form of “social capital” among younger demographics who are often environmentally conscious and skeptical of fossil fuel entities due to the climate crisis.
Oil corporations have responded to these practices. Lauren Kight, a spokesperson for ExxonMobil, stated to AFP, “ExxonMobil, like numerous other companies, collaborates with influencers to enlighten consumers about the comprehensive advantages of our fuel rewards initiative.” Additionally, an unnamed spokesperson from Shell pointed out that the company employs advertising and social media to promote its low-carbon products, though specific examples were not provided.
