New Report: Beyond Greenwashing
This time, we examine the recent greenwashing cases against airlines, explore why aviation is being targeted, and outline future expectations for the industry.
The road ahead is uncertain, but one thing is clear: the aviation industry must adapt to the new reality of heightened environmental awareness and climate activist pressure. Our report thoroughly examines these challenges and provides essential guidance.
Over the past two years, the aviation industry has faced a storm of lawsuits alleging "greenwashing".
In a nutshell, greenwashing is the act of making false or misleading statements about the environmental benefits of a product or practice. In aviation's case, this refers to unprovable statements about green practices or climate-friendly flying.
These cases, generally brought by environmentalists and climate groups, have been filed with countries' advertising regulators or, in some instances, directly with the courts, posing significant reputational and financial risks for airlines.
Europe has emerged as a key battleground.
In a landmark case, Dutch environmental group Fossielvrij NL sued KLM Royal Dutch Airlines, arguing its 2019 "Fly Responsibly" campaign was misleading. In March 2024, a Dutch court delivered a first-of-its-kind verdict, ruling that KLM's advertisements were misleading and illegal. The ads in question implied that flying is an environmentally sustainable activity and that purchasing carbon offsets completely negates the impact of the emissions produced by air travel.
In the UK, Lufthansa’s online advertising that made sustainability claims was struck down by the Advertising Standards Authority.
Etihad has faced greenwashing claims in Australia and the UK, while in the Netherlands, Ryanair had to change how it described its carbon offsetting program.
In Austria, Austrian Airlines' ads were found to be misleading, telling consumers they could offset flights to Venice by buying SAF.
Beyond Europe, the movement is gaining traction as well.
North America: In the United States, lawsuits have targeted airlines like Delta for claims of "Carbon Neutral" status and "100% green." Critics argue that these assertions downplay the significant environmental impact of air travel and that airlines' reliance on traditional jet fuel and potentially dubious carbon offsetting programs don't justify such claims, putting them at risk of legal action and reputational damage.
Asia-Pacific: Australia has also seen greenwashing complaints against airlines. Etihad Airways faced accusations regarding its environmental marketing in Australia.
The reach of these cases extends beyond specific airlines and countries.
Scrutiny of carbon offsetting: The KLM case particularly highlights the growing scepticism towards carbon offsetting programs. Airlines are being held accountable for the validity and effectiveness of these programs used to justify sustainability claims.
Focus on SAF: While seen as a promising green technology, misleading claims about SAF use are also being targeted. The Austrian Airlines case, where offsetting was linked to SAF that wasn't readily available, demonstrates this growing area of scrutiny.
What is the aim of these cases? Is it actually about greenwashing, or is it about something else? In our latest report, we seek to understand the bigger picture and how airlines can gain trust.
KEY TAKEAWAYS
The aviation industry faces increasing scrutiny and reputational risk due to its perceived contribution to climate change, with activists targeting airlines' sponsorships and advertising claims.
The industry's credibility is undermined by a history of missed sustainability targets and recycled PR headlines that often fail to deliver meaningful progress, leading to distrust among environmentalists.
Aviation is seen as a privileged and unequal activity, with a small group of frequent flyers accounting for most emissions, raising concerns about climate justice.
Greenwashing lawsuits against airlines aim to shift public opinion and pressure regulators to take action, potentially impacting the industry's growth and profitability.
Climate activists draw parallels to the shift in attitudes towards smoking on planes, aiming to erode aviation's "social licence" to operate in its current form through publicity and legal challenges.
Surveys indicate growing public concern about climate change worldwide, with support for policies to combat it, including restrictions on aviation.
Airlines heavily invest in sports and arts sponsorships, which drive ticket sales and emissions, making them a likely future target for climate activists.
To address these pressures, airlines should avoid "green hushing", instead focusing on transparent, credible, and contextualised sustainability communications backed by independent third-party verification.