Future fuels – Confronting consumer perceptions with market reality
Leslie PascaudResponsible Marketing Practice, Branding for Good, Added Value, France
Duncan MacleodShell International, United Kingdom
Isabelle RemondShell Hydrogen, Netherlands
INTRODUCTION
For Shell, finding an alternative to petrol is not so much a question of responsibility as one of survival. Yet there is a clear tension between wanting to give preference to short-term gains vs. Investing in long-term interests. Hydrogen is a perfect example, as the technology is still several years in the making, with a need for heavy investments before any real revenue generation opportunities will exist. Yet,...