"And why they’re scared we might break up with their favorite appliance."
"In early 2020, Wilson Truong posted on the Nextdoor social media platform—where users can send messages to a group in their neighborhood—in a Culver City, California, community. Writing as if he were a resident of the Fox Hills neighborhood, Truong warned the group members that their city leaders were considering stronger building codes that would discourage natural gas lines in newly built homes and businesses. In a message with the subject line “Culver City banning gas stoves?” Truong wrote: “First time I heard about it I thought it was bogus, but I received a newsletter from the city about public hearings to discuss it…Will it pass???!!! I used an electric stove but it never cooked as well as a gas stove so I ended up switching back.”
Truong’s post ignited a debate. One neighbor, Chris, defended electric induction stoves. “Easy to clean,” he wrote about the glass stovetop, which uses a magnetic field to heat pans. Another user, Laura, was nearly incoherent in her outrage. “No way,” she wrote, “I am staying with gas. I hope you can too.”
What these commenters didn’t know was that Truong wasn’t their neighbor at all. He was writing in his role as account manager for the public relations firm Imprenta Communications Group. Imprenta’s client was Californians for Balanced Energy Solutions (C4BES), a front group for SoCalGas, the nation’s largest gas utility, working to fend off state initiatives to limit the future use of gas in buildings. C4BES had tasked Imprenta with exploring how social media platforms, including Nextdoor, could be used to foment community opposition to electrification. Though Imprenta assured me this Nextdoor post was an isolated incident, the C4BES website displays Truong’s comment next to two other anonymous Nextdoor comments as evidence of their advocacy work in action."