Is regular old greenwashing. A time-honored advertising strategy.

Never forget that the term "carbon footprint" was invented by a BP ad campaign that had an explicit goal of reframing emissions to an issue of individual responsibility instead of something directly caused by oil companies. Because BP and all the oil companies know that so long as the issue is considered one of individual responsibility we will continue to use fossil fuels until the surface of this planet is inhospitable to life, just letting them get richer since they don't give a damn about down the road consequences.