As the aviation industry works towards achieving net zero carbon emissions by 2050, it’s not only the actions we take that matter, but also how we communicate them.
Governments and regulatory bodies around the world are intensifying their scrutiny of environmental claims by all sectors in an effort to ensure these claims are not misleading or represent “greenwashing”. Some recent actions taken against companies within the aviation sector as well serve as an important reminder that transparency and accuracy are crucial, not just to maintain credibility, but also to ensure that passengers, investors, and regulators have a clear and truthful understanding of the industry’s progress and challenges.
Some would argue that a number of these complaints are pernickety and to a certain extent that is true. But this scrutiny is also a good reminder to all within the industry that any communications should be honest, verified and transparent.
Above all, we should not be afraid to communicate our climate mitigation actions. With the right guidance, environmental and sustainability communications provide an opportunity for us as an industry to strengthen trust. If the fear of missteps silences an industry that has made significant progress towards a net zero future by 2050, we risk losing momentum on this monumental challenge, precisely when it's needed most. Staying quiet on sustainability to avoid controversy cannot be an option.
Just as the industry needs to be careful to avoid communications missteps, those who are shining a spotlight on us also need to be careful to avoid overstepping which could lead to the opposite problem – so-called “green hushing” – or even worse, a reticence to avoid taking steps such as investing in sustainable aviation fuels for fear of an overreaction from activist groups. The balance between communicating good green choices to consumers as well as being open and transparent is important. But no consumer is going to read a treatise on emissions abatement before booking a ticket. Good communications – brevity and relatability to an audience – cannot be forgotten as a vital part of climate action’s wider goals.
So clear, credible and responsible communication of our sustainability and climate actions matters. ATAG has recently brought out a guidebook on sustainability communications, providing best practices and guidance on how the air transport sector can navigate environmental claims responsibly.
Consider the following before making any environmental claim:
Civil aviation is united behind its commitment to decarbonise. Communicating how we get there, is as crucial as ever and serves an important pillar in demonstrating the integrity of our entire industry. Climate action should not be about gaining an edge over others, it should be about moving forward together. By communicating responsibly and focusing on collective climate action, we can foster trust and demonstrate our genuine commitment to sustainability.
If you are an industry partner and would like to receive a copy of ATAG’s Sustainability Communications Guidebook, please fill out this form: https://forms.office.com/e/5CppXUzG7P