beyond petroleum

“Beyond Petroleum” is a marketing slogan adopted in 2001 by British Petroleum (BP) to emphasize the company’s commitment to moving the world’s energy infrastructure away from fossil fuels. Simultaneously characterized as visionary and simple greenwashing, the slogan has come under particular fire in 2010 in light of the massive Gulf of Mexico oil spill and allegations that BP cut corners to save costs representing anything but a real commitment to move beyond petroleum.

BP’s Failed Attempt to Go ‘Beyond Petroleum’

In an excerpt from his new book, Lord John Browne, former CEO of BP, explains the thought process behind the "Beyond Petroleum" campaign…

It’s Time to Re-Brand Green Branding: Lessons From Beyond Petroleum

The following is a post by Paul Hannam of Bright Green Leadership (a 3p sponsor) – offering internet marketing strategies for responsible businesses.…

BP: The Gulf Between Image and Reality

By Wood Turner for Climate Counts. The devastating and escalating events in the Gulf of Mexico underscore an amazing collection of problems: reliance…

BP’s Long History Of Greenwashing and Accidents

British Petroleum quit the Global Climate Coalition, the climate change denial group funded by the oil industry, in 1998, thus beginning its green…

“Sustainability as Usual” Isn’t Good Enough

The recent ecological disaster caused by the BP oil spill shortly after Earth Day is a reminder of the gap between the sustainability…

How BP Money Spent on Lobbying and Campaign Contributions Pays Off

The company that markets itself as Beyond Petroleum (BP) spent $16 million in 2009 lobbying Congress and the federal government, and spent $3.5…

The Two Faces of BP

Here was a very large company, in the process of re-imagining itself as Beyond Petroleum that had looked unblinkingly into the future, and…

Rebranding BP: Bully Polluter?

Give BP some credit:  its marketing campaign for the past decade has been so effective that you would think that those initials really…

Buy This Book: The Responsibility Revolution

In my line of work, I read a lot of books about sustainable business. First there was the required reading for my MBA…

Oil Companies and Greenwashing

The world’s major oil companies make big claims about the environment these days. From having sound environmental policies in place to investing in…

BP Makes Another Massive Renewables Investment

Further cementing themeselves as “Beyond Petroleum”, BP announced an $8 Billion investment package in renewable energy (from WBCSD). The investment doubles the company’s…

Green Marketing vs. Not – On Gasoline

British Petroleum and ExxonMobile both sell the same thing – Gasoline. Both are strong and globally recognized brands with 19.3% and 6.6% of…

BP Solar Lights the Way for Entire Company

What’s a major oil company to do when faced with an evolving market moving steadily toward a renewable energy future? While some oil…