The importance of being earnest
Is it all just greenwashing? Marc Warde stresses the need for action and honesty in the sustainability debate
'Greenwashing' is a relatively new term to me. If you haven't heard it, it means conveying a false or misleading impression that you're more environmentally sound than you really are.
It's about misleading messages on recycled or recyclable materials, on energy or fuelsaving benefits, and although some claims may be partly true, greenwashing typically comes from exaggerating those claims. In these most challenging of times, health, wellbeing, environment, sustainability and in turn corporate social responsibility have never been more important. It's not just words that are needed but actions. To effect real change in a business, every person in that organisation has to be part of it. They must know, understand and be able to articulate the sustainability goals. Getting rid of single use plastics is just the tip of the iceberg, there is so much more to do. Share the good things your organisation does honestly and highlight long-term aims. The importance of being earnest and truthful is paramount, as your market will undoubtedly check.
2030 sustainability goals are coming, so you need to change now before it's forced on you. Here's how:
• Make sustainability part of the agenda and daily life for every employee, customers and boss.
• Collaborate non-competitively to create goals and workable strategies, sharing the costs of being green.
• Focus on pre-order. Half the world is obese, half is starving. Use the tech to ensure unnecessary waste doesn’t go into landfill.
• Increased weight onboard means more fuel so rethink your tableware.
• Retire the old planes.
• Just get rid of single use plastics – there are so many other compostable options if there are no wash up facilities, even compostable cling film.
• Compost all you can and lobby for change on 'contaminated' waste.
• Offset all your carbon. Make that part of the passenger travel cost.
• Support your crew to be sustainable - they will be your absolute best ambassadors.
Passengers want to know they are interacting with brands that are accountable and responsible. They will do their bit if we show them the way. Aviation is typically portrayed as one of the worst offenders for carbon emissions, so make those emissions count, and be truthful about it! •
Passengers want to know they are interacting with brands that are accountable and responsible