"the Future Of Gas: Green Hydrogen And Synthetic Fuels Transforming The Industry"
"the Future Of Gas: Green Hydrogen And Synthetic Fuels Transforming The Industry" - Natural Allies, a gas industry PR firm, is targeting youth and people of color with its ads, according to local planning documents. This photo is from a recent Facebook post. Photo: Natural Resources for a Clean Future
The American energy company Williams is facing a new problem in its attempt to build a natural gas pipeline in New York.
"the Future Of Gas: Green Hydrogen And Synthetic Fuels Transforming The Industry"
After a year of fighting, government officials and pushback from protesters forced the company to cancel its proposed Constitutional pipeline from Pennsylvania to New York. And in May 2020, another major Williams project - a nearly $1bn gas pipeline running underwater from New Jersey to the Rockaway peninsula in Queens - was rejected for the second time.
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Need a lot of searching. So, in the lead-up to the 2020 presidential election, the company, along with at least six other fossil fuel pipeline and utility companies, released a plan to replace natural gas through a new business group they call Natural Allies for a Clean Energy Future.
"If we replace coal with renewables combined with natural gas," says a black engineer in a white suit in one digital ad, "[the result is] energy fair and reasonable for all Americans."
Versions of that ad were seen more than a million times on Facebook and Instagram from February to May 2022, according to public data. The campaigns are part of a broader outreach and advocacy effort led by Natural Allies, which has grown from a pilot campaign to a full-fledged business organization with a two-year, $10m budget.
Success for the business will be established if we can send the Democratic base as we sent it to the right.
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According to the company, this investment "will redefine the role of natural gas in the fight against climate change and protect the social license to operate", according to the available internal documents. and reviewed by Floodlight and the Guardian.
"Success will be created for the natural gas industry if we can send the message to the left and the Democratic base of Black and Latino and age 18-34 voters as we sent the right," read an early draft document.
Natural Allies is backed by Williams and at least five other fossil fuel companies — including pipeline giants TC Energy and Kinder Morgan and natural gas company Southern Company. The companies identified as supporting the company in 2022 had $78bn in revenues last year.
Natural Allies and related groups declined to comment and did not respond to multiple requests for comment.
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Since August 2020, Natural Allies has been involved in a major campaign. He hired two former Democratic senators - Mary Landrieu of Louisiana and Heidi Heitkamp of North Dakota - to promote his message, and entrepreneur Susan Waller to serve as executive director, and sold hundreds of of digital ads, and TV spots, are targeted. in changing public opinion on gas.
The announcement comes as the US gas industry faces a new wave of pressure over its contributions to climate change. A small but growing number of cities — including New York City and Los Angeles — have banned gas stoves in new buildings, threatening the future of the industry.
Some states are rejecting new gas-fired power plants, citing emissions reductions required by law. In New York, regulators have denied permits for two organic plants in 2021 under this reason. Plans for the East Coast's two largest natural gas pipelines — PennEast and the Atlantic Coast pipeline — were abandoned after widespread opposition. A third, the Mountain Valley pipeline, has faced major delays.
Richard Averitt owns the Atlantic Coast pipeline near his property, where the proposed pipeline is expected to go. The program was canceled in 2020. Photo: Steve Helber/AP
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In the US, individual gas companies have responded to the threat of climate change by hiring lobbyists, funding local coalitions and astroturf groups, and in some cases walking away. in hiring workers to present at city council meetings.
But the Natural Allies playbook provides a window into how the gas industry is trying to consolidate its message in the country - funded by major pipeline companies to create a long-term marketing solution to the problems of the gas industry.
The group that supports Natural Allies is called an educational campaign about the benefits of natural gas. However, environmentalists view the company's efforts as green in general, repeating the company's previous efforts to cherrypick information to advertise itself as clean. to customers.
Although natural gas has reduced carbon emissions as it replaces coal, it is competing with non-emissions energy, and recent research on methane leaks from gas production and transportation showing the industry that gas is a bigger problem than expected.
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In places like New York, the plan has been recognized, said Eddie Bautista, executive director of the New York City Environmental Justice Alliance. He said there has been a "noticeable increase" in fossil fuel lobbying and political activity in New York since the state passed its landmark legislation in 2019.
Natural Allies was launched to "correct the misperception of our industry", said Waller when he appeared on a business podcast in February 2021 called COB Tuesday. The company's previous board of directors included senior leadership from Williams, TC Energy, Cheniere Energy, DTE Energy and Duke Energy, according to its 2020 public tax filing.
Their first campaign in 2020 was recorded in three battlegrounds: Pennsylvania, North Carolina and Michigan, according to documents obtained through a public records request by the energy watchdog group Energy & Policy Institute. , and share with Floodlight. These states were chosen because of their high level of impact on the gas industry.
The campaign aims to try to "connect with the core elements of the Democratic Party's platform". His own local election has shown that their goal is working. Blacks and Latinos were more likely to engage with Natural Allies campaigns than whites, and their data showed an increase in positive attitudes toward natural gas among young adults who knew in advertisements.
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"The movement and impact of the message among black voters shows how important these voters are to an upcoming campaign," said an early local document. "Black voters — the core of President Biden's Democratic party — are more likely to support the ability to change energy and climate policies."
In total, Natural Allies has spent more than $550,000 on Facebook and Instagram advertising and its campaign has been targeting women and young consumers - people 18 to 34 years old, according to Floodlight analysis of available web advertising data. Those people are meant to be those who support a full green energy transition. A March 2022 Pew survey found that while only 31% of Americans support the end of fossil fuels, the number is close to half among 18-29 year olds. It was even higher among Democrats in that age bracket: 62%
Some of the Natural Allies campaign is relying on its "Democratic messenger", including Landrieu and Heitkamp, part of the Natural Allies leadership council. Natural Allies supported an article written by a second in Politico in February 2022 that argued "politically", gas is the "fastest" clean energy.
Landrieu is also featured in a social media video campaign for the company appealing to "our children's future" as we "accelerate our climate goals" through gas, in above a scene of a child pushing someone on a skateboard. The former senators did not respond to requests for comment.
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In recent campaigns aimed at young people, Natural Allies has also used the leaders of the labor movement to lock natural gas into "good union jobs".
Nationally, the company spent more than $ 4m between 2021 and 2022 in a media blitz in Washington. He placed ads in DC malls, social media ads on E&E news and Politico, and news outlets, according to an April 2022 report obtained by Floodlight and Monitoring. of announcements.
The director of Natural Allies, Waller, also represented energy regulators, giving a virtual presentation to the gas committee of the National Association of Regulatory Utility Commissioners in January 2021.
"They actually asked us to help cover them," said Waller, the CEO of Natural Allies, about his meetings with regulators on the business podcast, a month after his first report.
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“This kind of Natural advertising will help them explain to the public the benefits of natural gas. I will not name names, but many commissioners, they do not like what is happening. They are forced to go to net zero by 2030. They can't do it. "
Mustafa Santiago Ali, vice-president of environmental policy at the National Wildlife Federation and former head of the environmental policy program at the Environmental Protection Agency, said that, like the gas industry, bad companies like the park and the guide "experienced a lot of attention. They began to look at subpopulations - whether they are young people or people of color - and try to increase their sales with those communities.
Ali pointed to a recent Natural Allies ad that featured Alice H Parker, a black inventor who over a century ago invented a home heating system that used natural gas.
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