An airline in India, IndiGo Airlines, now allows female travelers to see the gender of the passenger sitting next to them in an effort to make women more comfortable.
Is it the End for Airline Greenwashing? This CEO Thinks So
12.07.2024 - 15:49 / skift.com / Gordon Smith
Air France, Lufthansa, and Etihad Airways each have something in common. The answer? They’ve all fallen foul of the advertising regulator for making claims about their environmental prowess.
Last year, this troublesome trio was judged by the U.K’s Advertising Standards Authority (ASA) to have given consumers “a misleading impression.” Much of this centered on sustainability-linked statements that could not be fully substantiated.
For example, Lufthansa’s online ad highlighted “Fly more sustainably” in reference to its “green fares” that it claimed to reduce CO2 emissions by 20%. But the ASA said the German firm had failed to clarify how passengers could actually fly more sustainably.
The regulator also found that the French flag carrier’s use of “Air France is committed to protecting the environment” and “travel better and sustainably” was misleading. Meanwhile, UAE-based Etihad was called out for including the phrases “total peace of mind” and “environmental advocacy” in its Google advertisements.
Most airlines are keen to give the impression that they’re progressing towards eco goals, not least an industry-wide promise to be net-zero by 2050. Consumers also increasingly aware of the impact of air travel.
But awareness is not the same as action.
New data from Booking.com’s annual sustainable travel research suggests that 45% of the 31,000 people surveyed feel traveling more sustainably is important, but a primary consideration when planning or booking travel.
Some of the problem lies in apathy. The Booking.com results show one-third feel the damage already done to the planet is irreversible, while other respondents appeared downbeat about their practical ability to make more informed travel decisions.
The prospect of a real-world solution amid so much lethargy is welcome, and that’s what aviation analytics company Cirium thinks it has done. Speaking to , its CEO Jeremy Bowen is blunt about the modern travel landscape, especially for larger organizations. He argues that “greenwashing isn’t going to wash now with the corporates.”
Rather than the airlines or individual travelers, Bowen believes that it is big businesses – many of which have increasingly tough environment, social, and governance (ESG) targets – that will lead the charge.
“The airlines are there to make money. We know that SAF [sustainable aviation fuel] is going to be more expensive. It’s about the corporates that put their employees on the plane. They have to pay for the offsets and put in their annual reports how much carbon they’ve emitted. They need to show progress. That’s where the pressure will come from.”
At the heart of Cirium’s environmental offensive is a new system called Emerald Sky. Launched in late May, it promises to
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