Shell has, long ago, realised that marketing is what matters, not facts. We the people that understand the issue of Climate change cannot think that if we throw fats at people, they will drop all their luxuries and comforts and cut the emmissions inherent in our lifestyles. We have been marketed into the consumer society as it stands. To get out will need marketing.

I watched two exellent ads on CNN the other day. One not environmental, it talked about the wonders of modern drilling techiques that enabled fewer oil dereks with the inference that this somehow was good for the environment (great marketing, move the goal posts), the other by a train frieght advert with lots of different images of people breathing interspersed with facts about less pollution from train transport. It ended with the phrase "good news for people that breath". Great.

 

We have to market the benefits and the facts, the future investment. Otherwise people will not let go of their security blanket.