The energy giant is expanding its shift away from oil instead of following the direction of its competition.
Royal Dutch Shell is taking aim at rapid hydrogen growth, the rise in the biofuel market, and in power trading. The company has been strategically making these moves away from oil, in an angle strikingly different from its rivals, which are grabbing for renewable power assets.
The company and its EU competition are recreating their business models to reduce fossil fuel dependency.
Beyond shifting away from fossil fuel, Shell is also hoping to boost its appeal to investors who are concerned over the outlook of energy giants in a world moving to hack down its greenhouse gas emissions. Biofuel and hydrogen growth have both taken their place in the spotlight as Shell sees their potential in the immediate future.