Report: Avoiding The Greenwashing Trap

Our brand new report looks at how and why climate activists are starting to target airlines, what their main claims are, and how airlines are often getting it wrong.

Report: Avoiding The Greenwashing Trap

The right and wrong way to communicate your
sustainability strategy

The right and wrong way to communicate your sustainability strategy

Climate change activists increasingly have the airline industry in their sights. For many of them, ‘big aviation’ is now in the same reputational bracket as ‘big oil.’

In response, some companies are engaging in so-called green hushing. Not saying anything in case they are accused of greenwashing.

Key Insights

Why green hushing is a mistake

Climate change related pressures won’t go away, but saying nothing just means you aren’t heard.

The importance of bringing a story telling element into sustainability communications

Instead of making dubious net zero claims that can and will be challenged, show what you are doing and make the passenger part of the story.

The need to not mark your own homework

Instead have a credible third party stand behind any targets you release or claims you make.

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New Report: Avoiding the Greenwashing Trap

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