
The federal government tested a series of carefully crafted slogans in taxpayer-funded focus groups aimed at winning public support for a cap on oil and gas emissions, according to internal research by the Privy Council Office.
Blacklock's Reporter says Canadians responded most favourably to messages that framed energy companies as profitable businesses capable of spending on clean technology.
“Participants were presented with a series of statements outlining various reasons behind the federal government’s decision to cap and reduce emissions produced by the oil and gas sector,” stated the October 23 report, Continuous Qualitative Data Collection Of Canadians’ Views.
Participants were then asked to react to each statement and say whether they agreed with its reasoning.
One of the most popular slogans was: “No sector of the economy should be allowed unlimited pollution.” Researchers noted, “Almost all reacted positively to this statement. A large number agreed it was important for the oil and gas sector to be doing its fair share to lower greenhouse gas emissions.”
Another widely accepted message said: “The federal government is asking oil and gas companies that made record profits in recent years to reinvest some of that money in technology that will reduce pollution.”
The report said this framing resonated well with participants, who saw the idea of spending corporate profits on emissions reductions as a fair and reasonable request.
Less popular were slogans that positioned the industry as already taking meaningful steps toward climate goals. One tested line read: “Provinces and the oil and gas industry have already committed to reaching net zero emissions by 2050.” Reaction was mixed, with several participants doubting whether such long-term goals were realistic.
A third slogan, “The world is increasingly moving away from fossil fuels,” was largely rejected. “Very few participants agreed with this statement,” researchers reported.
The focus groups were conducted under a $1.6 million contract with The Strategic Counsel, a Toronto-based polling firm. Despite Ottawa’s communications push, researchers found that most Canadians remained unaware of the proposed cap.
“Only a small number indicated they had [seen, read or heard anything] and none were aware of any specific details,” the report noted.
Asked whether capping oil and gas emissions should be a government priority, participants offered mixed responses.
The federal proposal would limit emissions from the oil and gas sector to 27% below projected 2026 levels. A cost-benefit analysis published by the Department of Environment on November 6 said the direct costs would run into the billions and were “assumed to be borne by Canadians.”
The department acknowledged economic impacts from the policy, including a projected 1.6% decline in the oil and gas sector — equal to about 3,400 job losses. “Reductions in projected production would be expected to affect income from the reduced demand for labour or any resulting lowering of wages or both,” it wrote.