ABSTRACT
This chapter starts with a discussion of futurism, a scenario-based approach to social trends, pioneered by the Hudson Institute. A similar approach to understanding energy trends was adopted by Royal Dutch Shell, now Shell plc. The chapter also covers various aspects of Shell’s business, in the context of public perceptions of the oil industry, noting that it is one of the world’s largest retailers. There is a discussion of the Shell “pectin” logo, its evolution reflecting the changes in the oil business, followed by an analysis of the assumption that consumers build an emotional connection with the brand “around trust and reliability”. This is the view of Rahul Malhotra, Shell’s Head of Brand Strategy and Stewardship, who also believes that a brand needs to be infused with emotional benefits in addition to functional benefits. The closing discussion concerns the involvement of Shell in the renewable energy sector, particularly offshore wind, where the company has deployed its offshore oil and gas expertise.
