Spending on Climate Branding This research finds that the oil majors’ lobbying expenditures are supported by extensive climatefocused branding activities, totaling $195M annually. This spend compares with branding on other activities such as fuel and chemical product marketing and promoting non climate-related corporate sustainability initiatives of around $965M a year. The climate branding spend for each oil major is quantified in the chart below. Analysis of the Spending ◼ Each oil major’s spending on climate branding its largely in line with respective economic size, with ExxonMobil and Shell leading the pack. For example, Shell maintains 800 internal communications staff globally and has a reported advertising spend of over $200M. ◼ The research suggests that Total maintains the highest proportion of its branding activities on climate (29%). Following this, ExxonMobil, which has faced significant negative media attention in 2018, allocates 19%. Shell and BP followed with 16% and 14% respectively. Chevron appears far less concerned, using approximately 2% of its branding budget on climate issues in 2018. ◼ With oil major CEOs looking to ramp up their climate-positive branding, as articulated at this year’s World Economic Forum in Davos, these figures can be expected to rise in 2019. BP, for example, has already launched a substantial new global TV, digital, and print media advertising campaign, “Possibilities Everywhere”, in 2019 to promote their low carbon initiatives. 12 InfluenceMap March 2019