7th July 2023
Travel companies must delve into how consumers are feeling about initiatives related to supporting sustainability. Brands are under pressure on this count, and, as studies, too, have indicated, familiarity with concepts such as carbonneutrality is being questioned.
The incidents of carbon neutral claims being under investigation in a greenwashing probe or banning of advertisements related to sustainability/ investment in clean energy are something that travel companies need to be wary of. Greenwashing is described as act of making fake or deceptive statements about the environmental benefits of a product. If consumers are willing to pay for sustainable mobility options then airlines need to plan diligently. According to a recent report by , consumer groups from 19 countries “have issued a formal complaint to the European Commission and consumer protection authorities over what they say are misleading claims by airlines about the sustainability of flying “.
One of the highlights of this year’s #MegaEvent2023 in London in April was Miles & More GmbH’s Klaus Walther sharing details about Lufthansa Group’s FFP and what is being done to strengthen the sustainability proposition. Walther acknowledged that customers aren’t clear about certain aspects and Lufthansa Group has been working on sustainability measures to familiarize members of FFP regarding the same. Walther spoke about initiatives being taken to incentivize its members for continuous sustainable choices, the concept of green fares, promotions etc.
Speaking at the same conference, Andy Choi mentioned a vast majority of consumers feel that companies need to speak out on societal issues, and also around 70% of GenZ demographic indicate that they are more likely to purchase from brands that donate a portion of their profit to charity.
It is vital for organizations, including airlines, to not only look at corporate social responsibility but also go further in terms of involving passengers (and FFP members in case of airlines) in sharing details about what is being done to support sustainability, informing them (for instance, visibility of the journey’s end-to-end carbon emissions) and also to facilitate their contribution in this arena. Improving upon aspects like sustainable aviation fuel is vital, but to engage travellers is equally important.
· So how are looking at their FFPs and the related sustainability proposition?
· So how to offer loyal and other customers a unique way to engage in social impact and avoid greenwashing at the same time?
· As a traveller, do you look for sustainable offerings via your loyalty app?
Ai Events is set to conduct a webinar on this topic, featuring Do Good Points‘ Andy Choi, and Christopher Staab on 20th July:
By Ritesh Gupta, Ai Events
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