At the end of last year, we began stepping up our activities on social media with a view to reaching out to a wider community on the social and economic benefits of air transport and highlighting sustainability and efficiency initiatives of the sector to target audiences. Please see the March 2025 ATAG Member Briefing for background information.
The strategy includes publishing content in various formats, including video, as well as blog posts shared through ATAG’s social media accounts that draw on data and messages from the Aviation: Benefits Beyond Borders 2024 report. These blog posts have also been shared on the ATAG corporate website and can be accessed here.
In addition, amid a general stagnation in reach and engagement on the social media platform X, ATAG has launched channels on Threads and Bluesky to build a presence on alternative platforms. These are not branded as ATAG channels but operate under the name 'We Are Aviation”, showcasing efforts and initiatives from the entire aviation sector. Similarly, we have revamped our Instagram channel to create a space where we can share the stories behind aviation, highlighting the people, innovations, and impact. Please find below a recap of the social media platforms that ATAG uses:
We also turned our attention to supporting the industry in its sustainability communications. Conveying a positive sustainability message without risking accusations of “greenwashing” is becoming an increasingly tricky challenge for companies across the globe. The aviation industry has been under particular scrutiny, with actions having been taken against a number of companies within the sector in recent years.
ATAG has compiled a Sustainability Communications Guidebook. This was developed with input from the ATAG Communicators Working Group. Its purpose is to equip those working in aviation, tourism and travel with the practical tools and insights that will enable them to engage in sustainability communications without accusations of greenwashing.
ATAG is organising a webinar to accompany the release of the Guidebook at 15:00 CEST time on Tuesday 8 July, entitled: “How to steer clear of greenwashing - best practices for sustainability communications”. For more information, please see the dedicated page on the ATAG corporate website, from where you will find a link to sign up for the briefing.