Over the past year, a variety of elections, polls and movements have demonstrated that, for all the endless access we have to information, we are entering an era that emphasizes acting on emotions and fears rather than weighing facts.

Maybe it’s because the constant tsunami of facts threaten to overturn our personal vessels – it’s easier to pilot the waters on ‘what feels right’ rather than take on board a slew of uncomfortable realities that might swamp us.

And for every moment of uncertainty, there are those who are ready to exploit fear in the name of profit.

It appears that a new initiative to promote the fossil fuel industry is one such undertaking. At a time when the effects of climate change are measurably underway, with each successive year being the latest ‘hottest on record’ and higher CO2 levels impacting everything from polar ice levels to drought, you might think that people would applaud rising renewable energy use, improving technologies and lowered costs.

But Fueling U.S. Forward, a public relations group funded by the oil and petrochemical conglomerate of Koch Industries, is a large-scale outreach program in the grand tradition of the tobacco and soft drinks industries: When threatened with scientific information that could negatively impact long-term profits, a multi-pronged approach is taken of discrediting critics and promoting all the benefits of the industry’s products to specific groups.

In the case of Fueling U.S. Forward, the goal is to undermine the proliferation of alternative energies and technologies (such as electric cars and solar panels) by casting them as damaging to the financial interests of minorities and millenials – and at the same time, promote the familiarity of fossil fuels while intentionally obscuring the widely known dangers inherent in their continued use.

Through soft marketing in the form of concerts and events with ‘informational aspects’ and funding to activist groups, Fueling U.S. Forward promotes the well-established Koch agenda of rolling back support for renewable energies, legislation and regulation.

This is a perfect moment for this kind of strategy. Emotions are high, fear is rampant, and fossil fuels are what we know. It should matter that polls show the majority of U.S. citizens support clean air regulations. But given that the incoming U.S. administration has drawn heavily from Koch allies for a variety of key posts, including climate change skeptics and people with deep ties to the fossil fuel industry, policy-making and public messaging is likely to fall in line with the oil industry goals.

Fueling U.S. Forward’s President and CEO Charles Drevna has called burning fossil fuels the ‘pro-human’ solution. One need only look to the ongoing smog crisis in China to see the effects of unregulated burning of fossil fuels (mainly coal) and vehicle emissions – over a million deaths were attributed to poor air quality in 2012 alone. Unless you are a climate change skeptic (and if you are, thank you for giving champagnewhisky a look!), it might be hard to comprehend how an industry can focus so intently on continued profits in the face of generating so much verifiable damage to human health and the environment. But the simple fact is, for these folks, profits determine their view of the world, and not the other way around.

We can acknowledge the debt we owe fossil fuels in the history of human progress without being bound to them for the foreseeable future.

We can also acknowledge that in this emotional era, vigilance and determination to focus on long-term goals of sustainability and the insistence on hard facts to achieve those goals will count more than ever before in fighting something that is as dangerous as climate change: the intentional instigation of fear in the name of profit.