« Previous | Main | Next »

'Green' replaced as a BP brand value

Post categories:

Shanta Barley | 16:48 UK time, Thursday, 30 April 2009

The energy company BP, which famously rebranded itself as 'Beyond Petroleum' in 2000 and pledged that being 'Green' was a core company belief, has replaced its trademark 'Green' brand value with a committment to be 'Responsible', according to the BP website.

bp.jpgIn practice, this means that BP wishes to be seen from now on as 'committed to the safety and development of our people and the communities and societies in which we operate ... no accidents, no harm to people and no damage to the environment.'

The policy change doesn't mean that BP is no longer interested in developing its green credentials, of course. (Indeed, just this week, BP ranked top of a sustainability survey of oil companies.)

BP's press office has also made it clear that they see this as an evolution rather than a replacement of their 'Green' brand value (Beyond Green, perhaps?), but it's clear some reshuffling of priorities has occurred.

Follow-up: New Energy Focus: BP pulls out of UK wind power - and also CCS competition


BBC © 2014 The BBC is not responsible for the content of external sites. Read more.

This page is best viewed in an up-to-date web browser with style sheets (CSS) enabled. While you will be able to view the content of this page in your current browser, you will not be able to get the full visual experience. Please consider upgrading your browser software or enabling style sheets (CSS) if you are able to do so.