KLM makes bid to better tell aviation sustainability story

摘要

Dutch carrier KLM appears to have opened an intriguing new front in its approach to the global climate crisis in recognising that people might want to fly less if commercial aviation's carbon dioxide (CO2) emissions continue to rise. The airline's "Fly Responsibly" campaign came after IATA director general Alexander de Juniac called on airlines to "tell their story more effectively" on climate change during the association's annual general meeting in early June. It also chimes with an acknowledgement by SAS in April that people were being put off air travel by a "Flight Shame" initiative in Sweden.