by Andrea Hilsaca
When we think of the word natural what things or ideas come to mind? Maybe “good,” “healthy,” or “eco-friendly”? Well, the oil and gas industry has leaned on this perception to promote the use of “natural gas” as a clean, reliable, and natural source of energy. When in fact, “natural gas” is little more than methane—an extremely potent greenhouse gas. So shouldn’t we then call it methane gas?
The Yale Program on Climate Change Communication ran a series of surveys in 2020 to gather data on public perception of methane gas compared to “natural gas.” They concluded that most of the public often perceives these gasses differently, and have a more positive outlook on the term “natural gas”. They also discovered that 76% of Americans have a more positive view of "natural gas" compared to other fossil fuels, oil and coal.
Graphic: “Should it be called “natural gas” or “methane”?” By Karine Lacroix, Matthew Goldberg, Abel Gustafson, Seth Rosenthal and Anthony Leiserowitz, Yale Program on Climate Change Communication, 2020
Burning methane gas releases CO2 emissions and other greenhouse gasses that contribute to climate change and pollute our environment leading to negative health consequences. However, the favorable perception and the gas and oil industry’s strategic use of the term “natural gas” over methane gas has significant implications for how the public views its use. This positive outlook has helped the oil and gas industry market and expand the use of their products, particularly in residencies and households.
This ad is from a DeSmog article discussing misleading advertisements from NW Natural, a gas utility based in Oregon. Image: Screenshot by DeSmog from formal testimony to the Oregon Public Utility Commission on April 22, 2022
For example, oil and gas companies have greenwashed, or better said, gaslit us, into believing that gas stoves that use methane gas are clean, fast, and a great option—as seen in their (often misogynistic) ads, even if they have been linked to reducing indoor air quality. These ads are a larger part of the oil and gas industry’s marketing strategies, which use similar tactics and even some of the same lawyers as the big tobacco industry. Gas and oil companies, Exxon being one of the most famous examples, have faced allegations, investigations, and lawsuits for concealing their knowledge of how their products contribute to climate change—similar to how tobacco companies knew about the negative health impacts of their products. Both industries misled consumers, invested in disinformation marketing campaigns, and cast doubt about the harms of their products. For example, compare the two ads below:
An American Gas Association Print ad from 1937. Image: Envisioning the American Dream, 2023
A 1951 ad by Lucky Strike, an American cigarette brand. Image: Rare Historical Photos, 2022
As we begin to catch on, the oil and gas industry is evolving its schemes by adding new layers and words to its marketing to misdirect consumer perspectives once again. Terms like “certified natural gas” to refer to methane gas produced and verified to meet high environmental and social standards, are another example of new greenwashing tactics aimed at convincing consumers that methane gas is clean and part of the climate solution—rather than part of the problem. These new methane gas alternatives rely on faulty standards and verification processes—misleading the public further about their environmental benefits.
Our language, our words, and how we say things matter. The terms we use can significantly influence public opinion and behavior. Clear, transparent, and open conversations about these issues are crucial, and we must hold powerful players accountable for their messaging. To change our mindset, we must first change our language. Words matter, and it's time we use them to reflect reality and promote genuine sustainability.
For more:
In June 2024, the United Nations chief, António Guterres, took a step in the right direction. Guterres called for a ban on advertisements and marketing from gas and oil companies that employ greenwashing tactics to mislead consumers. Read more on this Heated article.
InsideClimate News details the history of Exxon’s engagement with the emerging science of climate change in their 2016 book, Exxon: The Road Not Taken. Download the book on Kindle or explore the related nine-part series on their website.
Banner image: Food and Water Watch, 2022