It Might Be Time to Stop Touting Eco-Friendly Messages

In his modestly titled 2010 book Beyond Business: An Inspirational Memoir From a Visionary Leader, John Browne, the former CEO of Beyond Petroleum (BP for short), recounted the company’s triumphs after he took the reins in 1995. “BP went on to reshape the oil industry, be at the forefront of global investment, achieve many firsts and change views on the environment and corporate social responsibility,” he wrote. A mere two months later—the book was published in February—that all burst into flames.

The Deepwater Horizon oil facility explosion, often called the worst environmental disaster in United States history, claimed 11 lives, consumers stopped punishing BP a mere four months later, and by 2011, reports indicated that the company was beginning to “bounce back.” Despite agreeing, in 2015, to pay $20 billion in fines for the disaster, the company claims it’s expecting to have a positive cash flow by 2018.