Australia’s energy problem: Fossil fuels power lingering debate
As public awareness of renewable energy grows, debates around fossil fuels—particularly coal and gas—remain strong, given their role in essential household functions like cooking and heating. On social media, audiences are sharing money saving tips to reduce electricity bills, while news reports on Australia’s slow progress in reducing emissions invoke strong political reactions across the political spectrum. By showing how media narratives shape public perceptions and the impact of policy, we can unearth key insights in how information and messaging spreads—insights that can assist in planning communication strategies, understanding sector-specific dynamics, and anticipating public reactions to energy-related issues.
Political agendas are clearly steering much of Australia’s energy debate. Climate change dominates the environmental narrative when fossil fuels are discussed. While political and societal themes are fairly balanced in news coverage, the latter edges ahead as both the energy transition and inflation account for a greater share of space within news feeds.
Media stories on industrial fossil fuel and gas usage bring to light the delicate balance between reducing emissions and meeting energy demands. These reports often reveal the frustration in the industrial and manufacturing sectors, with representatives arguing for policies like the Future Gas Strategy to expedite new gas project approvals. A prevailing narrative suggests that gas providers are leveraging their market power, leading to strained relationships between the government and energy companies over the allocation of gas for domestic use versus export, particularly to countries like Japan. Western Australia’s domestic gas policy is often cited as a successful example of securing supply and avoiding shortages through export control.
Meanwhile, in a more everyday capacity, Australians are cutting energy costs by using gas heaters less and switching from gas cooktops to induction stoves, yet many still rely on gas for heating and cooking. The growing frustration over rising bills and energy provider guesstimations has sparked debate: Do lower costs outweigh the push for cleaner energy?
Many on social media criticise government policies, citing increasing energy prices, inadequate subsidies, and scepticism over whether renewables will truly reduce costs. Personal stories of exorbitant bills and poor customer service reflect a broader dissatisfaction with both energy providers and government efforts.
Radio and online news spotlight key organisations in the fossil fuel energy sector. AEMO is frequently in the media for managing the energy systems, forecasting gas shortages, and facing criticism over the feasibility of its recommendations. CSIRO often appears for its expertise, particularly reports like the GenCost report. Origin gains notable radio attention for its domestic power profits, while online news focuses on the government’s reliance on gas and energy companies’ investments in lowering emissions, such as Woodside’s low-carbon ammonia project and its widely covered 70th-anniversary campaign on ABC’s Media Watch airing on TV followed by online publication.
The varying approaches across media platforms highlight how differently energy issues are framed. Television dominates fossil fuel reporting, especially during key moments like Peter Dutton’s proposal to reveal nuclear power costs. TV and radio capitalise on prominent figures, such as David Littleproud on Insiders, where he pushes for Australian energy production while opposing taxpayer-funded subsidies. ABC RN Breakfast featured Bill Hare from Climate Analytics, discussing how fossil fuel exports jeopardise Paris climate goals. Meanwhile, online news offers broader coverage, tackling everything from gas projects’ environmental impact to gas use in MasterChef, giving niche brands and stakeholders a platform without competing as heavily with political headlines.
Peter Dutton draws attention to his support of nuclear power and coal, alongside his stance on the Paris Climate Agreement. Somewhat surprising media coverage even focused on his choice of Rossi Boots, a Gina Rinehart-owned brand. Ted O’Brien , meanwhile, warns Australia may miss its Paris targets, while Madeleine King defends gas as essential in the transition to renewables. Chris Bowen garners frequent coverage for his renewable energy rollouts, as the opposition accuses him of undermining gas supplies.
Prominent figures like Andrew Forrest, and former Liberal Treasurer, current Climate Change Authority Chair Matt Kean add to the debate on nuclear energy’s role, reflecting the current debate across media in which fossil fuels are framed as either a critical bridge or else a roadblock to clean energy. This media polarisation underscores a broader tension: public concerns over energy costs versus environmental commitments. Expert voices, however, remain scarce, leaving room for political and corporate interests to shape the narrative. With news media portraying different facets of Australia’s energy transition, the focus shifts between economic security, environmental responsibility, and the future of stakeholder relationships in shaping the country’s energy policies.
With differing approaches across media platforms, the conversation around Australia’s energy future remains highly charged, highlighting the need for balanced communication strategies and clearer public engagement.
Loren is an experienced marketing professional who translates data and insights using Isentia solutions into trends and research, bringing clients closer to the benefits of audience intelligence. Loren thrives on introducing the groundbreaking ways in which data and insights can help a brand or organisation, enabling them to exceed their strategic objectives and goals.
The role –and nature– of news and journalism is constantly evolving, from how it is consumed to which voices are trusted. New platforms, the rise of citizen journalists, and shifting news consumption habits are continuing to reshape the traditional and new media landscapes, creating both challenges and opportunities for PR and communications professionals.
In regions like Australia and New Zealand (ANZ), these challenges are particularly significant due to the unique ecosystem and levels of public engagement. With a relatively small number of major news outlets, the way journalism is practiced and perceived in ANZ carries considerable weight.
And this has a day-to-day impact on how PR & Comms professionals carry out their jobs. What does it mean when trust in journalism fluctuates, or when emerging platforms challenge traditional outlets for influence?
To kick off our study into the state of journalism and news - in both ANZ and beyond - we’ve started by quantifying how the public talk about the media.
Compared to the UK and US, Australia and New Zealand audiences are more likely to label journalism as ‘important’, albeit with a not inconsiderable amount of conversation describing it as "dead."
What’s behind the difference? Certainly, both countries' audiences advocate for quality reporting and accountability, as exemplified by New Zealand journalist Jack Tame’s revelation of a gun lobbyist's lies after the Christchurch attack. At the same time, local journalism faces challenges, with regional outlets shutting down due to lack of government funding, as noted by ACM’s Managing Director Tony Kendall. These in turn lead to spirited defenses of local journalism’s importance.
However, neither of these trends are necessarily unique to the ANZ regions. The answer can potentially be located when we look at how these conversations take place over time.
Clearly, public conversations around journalism - both in ANZ and elsewhere - are not in their nature consistent. This reflects how particular moments in the news cycle can lead to a sudden outpouring of interest and conversation.
So what are those moments in ANZ?
One centres on the recent court cases being mediated between the Australian government and social media organisations. In looking to place a monetary and moral value on news, these proceedings prompt the ANZ public and media to talk about journalism as something ‘important’ and worth protecting.
Another hinges around the return of Julian Assange to Australian soil. This has prompted differing responses across individuals and media outlets - but what’s certain is that it places ANZ at the centre of an important unfolding conversation about the role and responsibilities of the media.
Australia and New Zealand are global outliers in many sectors, from sport to mining & energy. Journalism, it seems, is another that could reasonably be added to that list.
PR and communications strategies must adapt to a landscape where sources of information are more fragmented and where citizens themselves can act as newsmakers. It’s important to understand how attitudes around these vital channels and contacts take shape.
We’ll be exploring the journalist and media landscape through multiple different lenses over the coming couple of months. If you’d like to attend one of the events we’re hosting around the region - or view a webinar recording - please reach out to us at brandmarketing.team@isentia.com
The role –and nature– of news and journalism is constantly evolving, from how it is consumed to which voices are trusted. New platforms, the rise of citizen journalists, and shifting news consumption habits are continuing to reshape the traditional and new media landscapes, creating both challenges and opportunities for PR and communications professionals. In regions […]
The Australian Competition and Consumer Commission has published anti-greenwashing guidelines for businesses making environmental and sustainability claims. Despite these efforts, media coverage of greenwashing, particularly focusing on senate inquiries and regulatory court cases against major offenders, continues to expose brands and industries stretching the truth in their sustainability messaging. This exposure is causing a growing disconnect between consumers and corporations, as audiences increasingly call out misleading practices and question the authenticity of corporate sustainability claims.Isentia’s sister brand, Pulsar conducted recent research exploring media and public discourse around sustainability. Part of this report examines how greenwashing is covered in the news and on social media, particularly in relation to the broader sustainability discourse. Let’s investigate those themes in more depth here.
Social media data is decreasing while online news activity re-engages, indicating incident-led conversations. Regulatory bodies like the ACCC, and state and federal governments are tackling greenwashing by identifying major corporate offenders and their misleading actions, such as 'recyclable' packaging, carbon credit misuse, lack of transparency in fossil fuel investments, and exploitation of government climate programs. Audience conversations often align with news coverage on these matters. The term in Australia particularly gained traction among social audiences around November 2022 when the UN called out the Australian government for allowing the use of carbon offsets in corporate emissions reduction strategies. News of the apparent collusion between the government and large corporations has caused public faith and trust in both to dwindle. As these stories emerge, Australia's positive sustainability impact on the international stage is significantly undermined.
When we look at which sectors are most discussed within the greenwashing topic, energy, finance, and food take the lead.
Much of the discussion regarding the energy and finance sectors emphasises their interconnectedness, particularly the investment by financial institutions, including super funds, in environmentally harmful industries. Despite some super funds claiming to offer options that avoid unsustainable investments, reports have revealed that they collectively hold millions of shares in the fossil fuel industry.
Many industries are being criticised for using carbon credits, such as REDD+ offsets, to appear more sustainable. Advertising, marketing, and public relations also play a significant role in promoting misleading sustainability initiatives, thereby contributing to greenwashing. However, stakeholders are aware that the advertising and communications industries have a huge impact on the profitability and success of an industry or product. The European Union’s Product Environmental Footprint classification system, for example, has been criticised by Australia’s wool industry for being unfair to wool products and for greenwashing. This, they argue, not only undermines the pursuit of a green transition within fashion but also damages a vital industry.
Mercer stands out as a most mentioned brand within the topic of greenwashing. This is due to ASIC pursuing a civic penalty case against them which alleged they misled members about its sustainability investments. This is groundbreaking for audiences to witness as it would be the first time the consumer watchdog has taken a company to court for alleged greenwashing.
Much of the conversation focuses on misinformation and lack of transparency in communication and marketing. Certifications like Fair Trade are being questioned, particularly for products like chocolate, and eco-certification for farmed salmon. It particularly muddies the waters for political figures when they get entangled with brands coming under scrutiny for such greenwashing.
Furthermore, some companies feature in the media conversation due to their involvement in a senate enquiry initiated in March 2023, with a report expected by June 28th this year.
Analysis of the ANZ reveals a shift in mindset, with consumers emphasising individual actions for solutions like composting or guerilla campaigns on mislabelled environmentally friendly salmon products. Grassroots and individual activism leading to actions like divestment from conflicting companies. Community groups like uni student clubs showcase how groups with shared values and experiences can make noise and incite change with how universities invest. However, there are ongoing debates as to whether it’s the role of sectors like higher education or Super Funds to prioritise the environmental implications of their decisions.
The rise in curiosity around greenwashing highlights the growing consumer demand for transparency and genuine sustainability from brands. As regulatory scrutiny and public awareness increase, brands must ensure their sustainability claims are genuine or face reputation damage.
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Blog
The Eco-Spin Cycle: how brand’s sustainability claims come out in the wash
Regulators are cracking down on corporate greenwashing, but what does media discussion reveal about its impact on brand-consumer relations?
As the spotlight on sustainability intensifies year by year, it has become a focal point for legislators, media entities, and audiences worldwide.
This dynamic environment demands that brands and institutions elevate their standards in messaging and actions, holding them accountable like never before. For professionals in the PR & Comms realm, it is imperative to grasp not only how sustainability is being discussed but also the potential pitfalls, such as greenwashing, and gain a profound understanding of the diverse audiences receiving these messages.
Explore over 20 beautifully crafted pages of data visualisation that illuminate audience insights sourced from social media, news outlets, and search engines. Gain valuable perspectives on how one of the defining issues of our time is being discussed and understood.
Our exploration of this crucial topic delves deep into uncovering insights that are indispensable for crafting effective strategies, both tactical and long-term:
-Unraveling trends in the sustainability conversation
-Assessing brand & industry reputations
-Navigating greenwashing & misinformation
-Understanding the diverse audiences of sustainability
To access these insights, simply fill in the form
Download now
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Blog
Sustainability: Mapping the Media & Public Conversations
From accusations of greenwashing to the role of misinformation, we explore the comms landscape around sustainability.
