Fossil firms share phrases
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New research shows a range of fossil fuel industries tweeting together for “climate obstruction”.
A recent study published in PLOS Climate highlights how major US fossil fuel, plastics, and agrichemical corporations utilise social media to shape public narratives, delay climate action, and influence regulatory policies.
The analysis of over 120,000 tweets reveals related strategies across these sectors, aiming to present themselves as environmentally responsible while undermining substantive climate policy.
The study examined tweets from nine key organisations, including ExxonMobil, Chevron, Dow, Dupont, Corteva, and their respective trade associations.
Their posts often promoted themes like economic benefits, sustainability, and the alleged burdens of environmental regulations.
The researchers identified close connections between the different industries, with their messages reinforcing one another.
The strongest ties were between fossil fuel and plastics companies, with politicians, news media, and other industry players frequently tagged.
Key terms included “economy”, “sustainability”, and “pipeline” - which were repeatedly used to help companies frame their messaging to align with economic and environmental priorities.
The data showed a strategic focus on social media as a tool to amplify narratives supporting petrochemical reliance, including misleading portrayals of environmental efforts.
“Our study suggests that climate obstruction in different industries is more coordinated than is generally recognised,” said co-author Jennie C Stephens.
The analysis revealed that news organisations were tagged more than any other accounts, reflecting the industries' attempts to influence public discourse through perceived credibility.
Politicians and government entities were also significant targets, illustrating the direct regulatory engagement of these corporations.
Ekant Veer, a professor of marketing at the University of Canterbury, commented on the findings, saying; “These big businesses see [social media] as another tool in their marketing arsenal”.
“The research shows that companies are coordinating their social media marketing efforts to shape the discourses online.”
The study adapted the "discourses of climate delay" framework, identifying how these industries shift responsibility away from themselves, promote non-transformative solutions like recycling and carbon capture, and emphasise the negative impacts of climate policies.
The narratives aim to create public doubt about the feasibility of transitioning away from fossil fuels.
While some tweets acknowledged sustainability challenges, many presented the corporations as integral to solutions, often without addressing the broader environmental damage caused by their industries.
“These companies in different sectors are using the same strategic messaging to promote a distorted image of their environmental responsibility,” Stephens said.
Veer suggested that while the influence of such coordinated efforts on public opinion remains unclear, individuals with higher climate literacy are better positioned to critically evaluate these narratives.
“The best thing we can do to prevent our susceptibility to messaging like this is to engage in mindful critical reflection of what we read online,” Veer said.
