Summary

A video featuring a young Pennsylvania resident named Natalie increased perceptions that Shell and politicians should be held accountable for their pollution. The video features Natalie’s story of fighting to shut down a Shell ethane cracker plant in Beaver County, PA.

The effects were more pronounced for rural residents, conservatives and Republicans, and those who reported voting for Donald Trump in the 2020 election—key demographics that have been historically resistant to the energy transition.

Study Design

A sample of 339 Pennsylvania residents completed the study in August 2023. Participants were randomly assigned to view either Natalie’s video or a placebo video. Participants were asked to rate their agreement to the following statements:

1) The Shell Petrochemical Plant is disrupting natural resources.

2) Shell is producing harmful levels of pollutants in surrounding communities.

3) Shell is more concerned with making money from fossil fuels than its impact on people.

4) Elected officials should hold companies like Shell accountable for harmful effects on air quality.

Key Findings

• Testimonial-style stories like Natalie’s can be persuasive for villainizing bad actors and promoting climate action. Participants who watched Natalie’s video were more likely to have an unfavorable perception of Shell and support elected officials to hold companies like Shell accountable for their actions.

• Storytelling can be a means of reaching audiences typically resistant to the energy transition. Natalie’s story had bigger impacts for conservatives, Republicans, and those who reported voting for Dolad Trump in the 2020 election, as well as rural residents.