SOUTHERN CALIFORNIA GAS COMPANY
Changing the conversation: Mobilizing employees to reframe California’s climate debate
By reframing a complex energy strategy into a clear, human story and activating employees to deliver it, SoCalGas shifted from being in a vulnerable position in the climate debate to becoming a credible voice in California’s energy future.
State R&D funding for renewable natural gas (RNG) pilots
Increase in RNG use in California over five years
of employees felt confident
and prepared to engage as ambassadors.
THE CHALLENGE
A story that wasn’t landing
For SoCalGas’ leadership team, the pressure was building.
California had set ambitious climate goals—cut emissions by 40% by 2030, reach carbon neutrality by 2045. The direction was clear. The urgency was real. And the public conversation was hardening just as quickly.
Natural gas wasn’t being debated. It was being dismissed.
One narrative prevailed: renewables were the future; fossil fuels were the past. In that story, there was no place for a company like SoCalGas.
But SoCalGas’ leaders saw something different.
The path wasn’t as simple as the headlines suggested. Entire sectors—heavy industry, agriculture, freight—weren’t easily electrified. If California was serious about reducing emissions at scale, those realities couldn’t be ignored.
They weren’t looking to defend the status quo. They asked a harder question: Where can we make a difference?
The challenge: no one could hear it.
While critics had a clear narrative, SoCalGas showed up with data-laden slides. The more they explained, the further they fell behind.
They weren’t losing on facts. They were losing on meaning.
SoCalGas engaged Strategy Muse to reframe the conversation and position the company as a credible partner in advancing California’s climate goals.
KEY SERVICES
THE SHIFT
Reframing the conversation
Our work began helping SoCalGas shift perspective. Instead of defending natural gas, SoCalGas anchored in a shared goal: reducing emissions. That shift took shape in a clear commitment—to replace 20% of its gas supply with renewable natural gas by 2030.
From there, we translated complex energy concepts into a clear, human story that showed how natural gas could help reduce emissions in every economic sector.
It was a story people could understand and explain.
THE ACTIVATION
Turning employees into advocates
That narrative became the engine for broader engagement. We began with a comprehensive vision paper that outlined practical pathways to reduce emissions across California’s economy. But a strong point of view alone wasn’t enough. For the story to take hold, it needed to live beyond the page and leadership.
To scale it, we designed and launched an employee ambassador program, equipping people across the organization to confidently represent the company’s perspective in everyday conversations.
That’s where the shift happened.
Employees began translating strategy into conversations—with neighbors, local leaders, and community stakeholders—connecting complex energy issues to what people care about.
Training met people where they were: deeper technical sessions for public-facing roles, simpler modules for frontline and union employees.
Supported by visual tools—infographics, briefings, and leave-behinds— employees engaged with clarity and confidence, turning complex topics into something people could understand and discuss.
Strategy Muse didn’t come in with a playbook—they worked alongside us to figure out what was true and what mattered. They challenged our thinking, helped us focus, and turned a complex, technical story into something our teams could actually use. That partnership made all the difference.
Director, Community Relations
THE RESULTS
Transforming stakeholder engagement
The ambassador network grew to 650+ participants, with strong engagement and drove meaningful outcomes.
$150M
State R&D funding for renewable natural gas pilots
44%
Increase in RNG use in California over five years
150+
City councils adopted resolutions supporting integrated energy approaches
100%
Agreed it was important to help customers understand electrification
98%
Found the training useful
89%
of employees felt confident and prepared to engage as ambassadors.
THE TAKEAWAY
Strategy only matters when people can use it
By turning a complex position into a clear, human story—and equipping employees to deliver it—SoCalGas didn’t just improve understanding. They changed the conversation.
What began as a defensive debate became a more nuanced conversation about how multiple energy sources could support California’s climate goals.
