Business | Aviation
Aviation sector must spend more on 'sprouting green credentials'
Experts say industry is targeted because of its 'privileged aura'.
- By Ajay Abraham, Sub-Editor
- Published: 00:08 June 5, 2008
Istanbul: It is about time the global aviation industry devoted a significant portion of its advertising budget on "sprouting green credentials", said BBC World presenter Aaron Heslehurst during a discussion on the environmental challenges faced by the industry.
Since 2001, airlines have improved their fuel efficiency by 19 per cent and reduced non-fuel unit costs by 18 per cent.
The experts on the panel were unanimous in their observation that the media targets the industry because of its "privileged" aura while letting other transport sectors get off lightly.
They said the industry needs to communicate better on environmental issues - like the oil companies do - rather than focus solely on competitive advertising.
Defensive
Willie Walsh, CEO of British Airways, said: "Our communication in recent times has been defensive. The industry must talk positively. We have a fantastic story to tell."
Mark Halle from the International Institute for Sustainable Development, however, had a word of caution when he said: "Do not confuse the industry with IATA members. There are those whose standards are abysmal."
With specific reference to the US and Europe, Douglas Steenland, president and CEO of Northwest Airlines, said noise gets more attention in the US than CO2 emissions.
"The industry has lots of ground to gain by telling its story better," he said.
The European open skies issues came up for discussion with Walsh terming it a "scandal" that the region has a single currency but 37 air traffic controllers.
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