Published 4 years ago.
About a 3 minute read.
Just ahead of its 100th birthday, the Dutch airline calls on global aviation
industry, individual travelers to join forces for sustainable air travel — or
take the train, instead.
KLM Royal Dutch Airlines has issued a global call to action on sustainable
travel under the name “Fly Responsibly.” The airline is challenging the aviation
industry as a whole — and also individual travellers — to join forces to create
a more sustainable future for aviation, together.
In an open
published this weekend in leading international newspapers in the US, the UK,
Brazil, the Netherlands, the Nordics and Germany — including the New York
Times, the Guardian and the Frankfurter Allgemeine Zeitung — the airline is
urging everyone to join in this effort by making responsible travel decisions.
While KLM does not claim to have all the answers, the initiative is rooted in
the belief that joining forces with all key players is essential. To accelerate
progress and find new solutions, the initiative reaches out to every stakeholder
in aviation, including other airlines and air travellers, to join in this
The open letter from KLM’s CEO, Pieter Elbers, is underpinned by a video,
which asks a series of questions including: ‘Do you always have to meet
face-to-face? Could you take the train instead? Compensate for your CO2 emissions by packing lightly?’
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The video is part of an online platform, where — under the new name and logo
‘Fly Responsibly’ — the airline commits itself to achieving maximum progress,
and prompts travellers to reconsider their options before taking a plane. The
Fly Responsibly initiative is conceived and created by KLM’s long-time creative
partner, DDB Unlimited.
“Sustainable development in aviation is not a ‘one-airline topic,’ and actual
progress will only be made when we work together as an industry,” Elbers said in
a statement. “That’s why with the launch of the ‘Fly Responsibly’ initiative, we
invite others to use our CO2ZERO programme for carbon compensation free of
charge and free of brand, and partner in our corporate BIO-fuel programme.”
The aviation industry is responsible for 2 to 3
of global manmade CO2 emissions. As demand for air travel rises, so, too, will
this number. KLM says it has already made considerable progress in becoming more
sustainable through weight reductions, recycling and carbon
AirFrance KLM Group has ranked at the top of the Dow Jones Sustainability
Index for the past 14 years; however, efforts by one player in the industry
alone is not enough.
As is true of any global sustainability effort, joint industry
is needed for substantial progress. Leading the way, KLM not only recently
became the first airline to invest in sustainable aviation fuel at such a large
scale by investing in the first sustainable fuel plant in
it is also committed to sharing its sustainability best practices and tools with
its competitors. Stepping forward, KLM is committed to sharing its knowledge in
this field — such as optimal flight insights — with all airlines. It is also
offering competing airlines free use of its CO2ZERO CO2-compensation programme.
“KLM has strong views on creating a sustainable future for aviation, so it’s
very fulfilling to turn this vision into the ‘Fly Responsibly’ platform,” said
Esther te Pas, Managing Director at DDB Unlimited. “This isn’t a campaign,
but an initiative with a long-term commitment to change. We’re proud to take the
lead and to help KLM to really set the agenda on sustainable air travel.”
Tips for taking action can be found on the Fly Responsibly
Published Jul 1, 2019 2pm EDT / 11am PDT / 7pm BST / 8pm CEST