Introduction

This study investigates the Pathways Alliance, a coalition of six oil companies representing 95% of Canada’s oil sands production, and its public communications about achieving net-zero emissions by 2050. Through content analysis of 183 public documents spanning two years, the research identifies extensive indicators of greenwashing across advertising, public relations, and digital media outputs.

Background

Net-zero strategies have become central to corporate environmental communication in the fossil fuel sector. However, these strategies often raise doubts regarding their credibility and implementation. The Pathways Alliance markets itself as a climate leader, promising to reduce emissions while maintaining oil production. The study situates these claims within the broader context of environmental, social, and governance (ESG) communication and concerns over climate delay tactics by the industry.

Methods

Researchers conducted qualitative content analysis of 183 materials, including advertisements, press releases, and website content produced between 2021 and 2023. These documents were assessed using established criteria for identifying greenwashing, such as selective disclosure, unverifiable claims, and inconsistencies between stated commitments and operational practices. The study also extended analysis beyond traditional datasets to include the coalition’s coordinated use of digital media and industry partnerships.

Findings

The analysis reveals multiple forms of greenwashing. Pathways Alliance frequently presented selective information about emission reductions while omitting details of continued fossil fuel expansion. Public claims of carbon capture progress and technological innovation were often speculative, lacking verifiable data or third-party validation.

Misalignment between communication and action was evident: while the Alliance promoted a net-zero narrative, member companies continued to invest heavily in upstream oil development. Responsibility for achieving emissions targets was often displaced onto future technologies or government policy. The study highlights the use of non-standard carbon accounting methods, inconsistent with international benchmarks, to portray progress toward decarbonisation.

Furthermore, the Alliance’s campaign extended beyond conventional corporate advertising into a sector-wide effort involving joint branding, coordinated messaging, and amplified social media presence. This created a unified narrative of environmental responsibility across Canada’s oil sands sector, reinforcing public perceptions of climate action without substantiating underlying changes in production or emissions intensity.

Discussion

The findings demonstrate how alliances like Pathways serve as collective mechanisms for climate communication and reputation management. By pooling resources and coordinating messaging, these organisations can amplify perceived legitimacy and deflect criticism. The study argues that such alliances blur the distinction between individual corporate commitments and collective industry advocacy, complicating accountability and regulatory oversight.

The research also situates Pathways Alliance within a global pattern of fossil fuel sector responses to climate scrutiny. Similar communication strategies—emphasising technological optimism, economic indispensability, and phased transitions—are used internationally to delay substantive emission reductions.

Conclusion

The study concludes that Pathways Alliance’s net-zero communication exhibits strong indicators of greenwashing through omission, exaggeration, and coordinated industry framing. While presenting itself as a unified solution to climate concerns, the coalition’s activities largely sustain business-as-usual operations under the guise of transition.

The authors recommend expanding academic and policy frameworks for assessing greenwashing to include collective communication efforts, public–private partnerships, and digital campaign ecosystems. They also call for improved transparency standards and independent verification of emission claims across industry alliances.

Data Availability

All analysed data are publicly available, with an appendix documenting the complete set of materials reviewed in the study.