The perception of Gen Z on the brand image of Shell through its environmental sustainability communication.

This research examined the perceptions of Generation Z (Gen Z) on the brand image of Shell through its environmental sustainability communication on Instagram. With a growing necessity for Corporate Social Responsibility (CSR), Gen Z is a compelling demographic to study as it is known for its environmental consciousness and social media usage. The research problem is rooted in the broader context of environmental degradation and the role of large corporations like Shell in contributing to and mitigating this global challenge. The main research question addressed is: “How does Gen Z perceive the brand image of Shell constructed through its environmental CSR on Instagram?”. A participatory, community-based approach was employed, involving in-depth interviews and photo elicitation with 11 Dutch Gen Z participants. Several key themes emerged from the analysis. The findings revealed a predominantly negative perception of the brand image of Shell among Gen Z. This negative perception is characterized by scepticism and distrust. Gen Z viewed the environmental CSR efforts of Shell as superficial. The critique was that the efforts were primarily aimed at improving the public image of the company rather than making substantial environmental progress. Visuals and statistics presented by Shell on Instagram were often seen as lacking context and authenticity, leading to doubts about the sincerity of the environmental commitments of Shell. The brand identity of Shell was strongly associated with fossil fuels, overshadowing its attempts to project a green image. The perceived brand personality of Shell was seen as insincere and profit-driven, with participants highlighting a disconnect between the green claims of Shell and its core business activities. The brand associations with Shell (dominated by links to oil, gas stations, and environmental degradation) were overwhelmingly negative, reinforcing the perception of greenwashing. Finally, while Shell has the potential to lead in sustainable energy, participants felt that this potential was largely untapped due to the ongoing focus of Shell on fossil fuels. This research concludes that for Shell to build a more positive and credible brand image among Gen Z, it needs to enhance transparency and provide more substantial evidence of its positive environmental impact. Additionally, Shell must genuinely align its core business with its sustainability goals. This study showed the critical role of perceived authenticity and transparency in CSR communications and highlights the benefits and challenges of using visually appealing and data-driven content. Also, the findings suggest that Instagram may not be the optimal platform for conveying complex CSR messages, thereby contributing to the literature on CSR, Gen Z, and social media communication within the context of environmental sustainability.