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The report argues that Norway's 'energy culture' is heavily skewed by the petroleum industry, creating a 'petroculture' that marginalizes climate-critical perspectives. It highlights the contrast between the Norwegian Directorate of Culture's focus on internal emission reductions and Arts Council England's systemic approach. The document details how the oil industry uses 'petroganda'—including STEM sponsorships for children and academic agreements—to maintain legitimacy and delay the energy transition. It also notes a trend of Norwegian cultural organizations taking stances against oil exploration and discusses the criminalization of climate activists in Norway.

The document identifies 'The Persuadables' as 69% of the UK population who are neither climate activists nor deniers. Through qualitative research with urban residents in Newcastle, Black and South Asian communities in Birmingham, and rural dwellers in Yorkshire, the report finds that these groups often feel unrepresented by politics and distrust current climate spokespeople, whom they perceive as 'liberal elites' or 'snobs'. The research highlights that the cost of living crisis is a primary concern that overshadows climate change and suggests that trust is higher for messengers like farmers, union representatives, and specific media personalities such as Adam Henson.