CAN INNOVATION REDUCE THE AIRLINE INDUSTRY’S IMPACT ON THE ENVIRONMENT? name p number course title module title module number tutor date word count
EWART WADE O’CONNOR 12211020 GRAPHIC DESIGN CRITICAL AND CONTEXTUAL STUDIES GRDN3001 BRIAN MOTTE 9 JANUARY 2015 3846
ACKNOWLEDGEMENTS
The writer of this report would like to extend its thanks to the passengers of Heathrow and East Midlands Airport for their time whilst the primary market research was conducted.
Although air travel only contributes 2% to global greenhouse gas emissions global populations are growing. It is predicted this will increase the demand for air travel. The full impact air travel has on the environment is still unknown which raises the concern that it needs to become more sustainable. This is evidence of why innovation is important because research and development (R&D) has enabled the industry to develop aircraft that have less of an impact on the environment. American and European governments are funding their homeland aircraft manufacturers’ R&D projects to ensure trade revenue for their economies, however, with their focus being financial rather than ethical this industry could be advanced in a different way if the economy changes again. It is for this reason the report recommends a NonGovernmental Organisation (NGO) establish an airline that invests its profits into R&D to make air travel more sustainable.
ABSTRACT
The carbon-neutral electric plane designed by Airbus would be charged from a renewable energy source and is the first evidence of air travel becoming sustainable. Newly engineered composite materials are reducing environmental impacts of aircraft by up to 25%. Innovation has also improved aircraft efficiencies. The Boeing 787 conserves 35% more power during flight and Airbus have enhanced their engines to emit 20% less carbon. Sustainable biofuel is offsetting its emissions and digital cockpits have enabled shorter flight paths to be calculated. The International Air Transport Association (IATA) has set strict manifestos with the first targets to be met in 2020. The more modern aircraft will need to replace older aircraft if air travel is to drastically reduce its impact on the environment.
Airlines use their corporate responsibilities to reduce their impacts on the environment but there is a lack of marketing on this. Most passengers are uninformed on which airline is the most ‘eco-friendly’ and with suggestions of the consumerist society changing, passengers need to be able to choose a particular airline for ethical rather than financial reasons. The newly proposed NGO airline would respond to this, making its identity about the environment and sustainability. This clear point of difference from all other competitors would respond to the 95% market demand for an ‘eco-friendly’ airline and would clear any grey areas of who is responsible for environmental impacts; the passenger or the airline.
LIST OF ILLUSTRATIONS
LIST OF CONTENTS
5
INTRODUCTION
17
1.0 1.1 1.2 1.2.1 1.2.2 1.3 1.3.1 1.3.2
INNOVATION What is innovation? Can innovation improve the fuel consumption of an aircraft? Aircraft Design Biofuel How is innovation affecting an aircraft’s safety? Cockpit Technology and Aircraft Safety How safe is the most innovative plane?
19 19 20 20 21 22 23 24
2.0 2.1 2.2 2.3 2.3.1 2.3.2
THE AIRLINE INDUSTRY How does the economy affect aircraft manufacturers? Is there a demand for more fuel-efficient aircraft engines? Are airlines addressing the affects air travel is having on the environment? International Airlines and the Emission Trading Schemes Airlines and Corporate Responsibility
26 26 27 28 29 30
THE ENVIRONMENT AND PASSENGERS The Impacts Air Travel is Having on the Environment Primary Market Research Airline Marketing
31 31 32 37
CONCLUSION
38
RECOMMENDATIONS
40
REFERENCE LIST
41
BIBLIOGRAPHY
42
APPENDICES
48
3.0 3.1 3.2 3.3
Figure 1. Global Greenhouse Gas Emissions by Source. Pg 16.
Global Greenhouse Gas Emissions by Source 14%
Forestry
17%
Waste and Wastewater 3% 19%
Intergovernmental Panel of Climate Change, (2007) Global Greenhouse Gas Emissions by Source http://www.epa.gov
Energy Supply Transport Residential & Commercial Buildings Industry
8% Agriculture
Figure 2. United nations population predictions. Pg 16.
Found at p10 in HERRING, Horace (2006) Consumption: Innovation for Sustainability, Milton Keynes, The Open University.
LIST OF ILLUSTRATIONS
13%
Number of World-Wide Passengers (Billions)
26%
IATA Predicts 31% Rise in Passenger Demand 4.5 4
3.91
3.5 3
2.98
2.5 2 1.5 1 0.5 0 Year of 2012
Year of 2017
Figure 3. PASSANGER demand is predicted to increase. Pg 17.
INTERNATIONAL AIR TRANSPORT ASOCICATION. (2013) 930 Million More Passengers Compared to 2012. IATA., 67, 1.
5
Figure 4. AIRBUS’S ELECTRIC PLANE IN SIMULATION. Pg 18. EADS Airbus EIVI, (2013) E-Fan electric plane technology demonstrator http://www.globalaviationreport.com
Average Fuel Consumption (kg) of Aircraft for Every Kilometer Flown
Found at p124 in CRESSWELL, Lesley & LAMBERT, Barry & BENDALL, Terry & GOODIER, Alan & CHAPMAN, Colin (2000) Product Design: Resistant Materials Technology, Oxford, Heinemann.
Figure 6. THE Change OF fuel consumption depending on what material the aircraft is made of. Pg 20.
T. Chady, (2013) Airbus Versus Boeing- Composite Materials: The sky’s the limit… http://www.lemauricien.com
9.275
8.409
Metal Alloy Aircraft
Composite Material Aircraft
Figure 7. the Life cycle of biodiesel produced from microalgae. Pg 21.
6
Figure 5. How innovation works. Pg 19.
CHENG, H. & WANG, L. (2013) Lignocelluloses Feedstock Biorefinery as Petrorefinery Substitutes. In-Tech., 14, 359.
Figure 8. The NUMBER of air crashes since commercial air travel began. Pg 22.
Aviation Safety Network, (2014) Global commercial crashes since 1946 http://www.edition.cnn.com
Number of Passangers who Died in Commercial Aviation Accidents
2429 1932
Year of 1972
Figure 10. DEmonstration of the shorter route calculated in a digital cockpit. Pg 23. Air Berlin, (2014) Efficiency in the air http://www.airberlingroup.com
Year of 1980
Figure 9. Comparison of fatalities from commercial aviation accidents. Pg 23. Aviation Safety Network, (2014) 1972 ASN Aviation Safety Database http://www.aviation-safety.net Aviation Safety Network, (2014) 1980 ASN Aviation Safety Database http://www.aviation-safety.net 7
Amount of Power Extracted from Engines to Operate
Number of Fatalities Resulting from Aircraft Accidents During the First 4 Years of Flight
100%
Pneumatic Control
589 Boeing 787 Boeing 747
65%
Electric Control
Figure 11. comparison of how much power each type of control extracts from the aircraft’s engines. Pg 24.
0
Figure 12. boeing 747 and 787 fatalities comparison. Pg 24.
Boeing, (2014) 787 Dreamliner Program Fact Sheet http://www.boeing.com The Average Amount of Carbon Emitted per Aircraft per Annum
4500 4500
Aviation Safety Network, (2014) 1974 ASN Aviation Safety Database http://www.aviation-safety.net
4000 3600 3500
CO2 Emission (tons)
Aviation Safety Network, (2014) 1972 ASN Aviation Safety Database http://www.aviation-safety.net Aviation Safety Network, (2014) 1973 ASN Aviation Safety Database http://www.aviation-safety.net
5000
Aviation Safety Network, (2014) Boeing 787 Database http://www.aviation-safety.net
3000 2500 2000 1500 1000 500 0 Airbus A320 (Standard)
8
Aviation Safety Network, (2014) 1971 ASN Aviation Safety Database http://www.aviation-safety.net
Airbus A320 NEO
Figure 13A. comparison of carbon emissions between the standard and the new engine option of airbus aircraft. Pg 27. AIRBUS. (2013) Environmental Innovations. Airbus Environment., Jun, 3.
Figure 13B. How greenhouse gases affect the environment. Pg 28. INTERGOVERNMENTAL PANEL OF CLIMATE CHANGE. (2010) Aviation’s Contribution to Climate Change. International Civil Aviation Organisation., 1, 39.
Airline Gol BMI Air Canada Continental
Total Fuel Costs for Easyjet per Annum (in £ Million)
730
Oil Source for Biofuel Cellulosic Feedstock Pennycress Plant Used Cooking Oil Algae and Jatropha Plants
Figure 14. comparison of what renewable resource airlines use to make their unique biofuel mixtures. Pg 30. EMERYVILLE, C. (2014) Brazilian Airline GOL to Make First International Commercial Flights With Newly Approved Amyris-Total Aviation Biofuel. Amyris., Jul, 9.
BIOFUELS DIGEST. (2009) BMI readies to break ground on pennycress biodiesel operation in Illinois, pending loan guarantees. Newstex., Jun, 16.
BULGARIA, S. (2012) Air Canada Launches Biofuel-Powered Flight. AII Data Processing OOD., Jun, 18.
715.4
Uncoated Aircraft
TripleO Coating on Aircraft ('Slippery Paint')
CONTINENTAL AIRLINES. (2008) Continental Readies Biofuel Flight. Journal Publications Inc., 21, 3.
Figure 15. how the tripleo ‘slippery paint’ affects fuel consumption for easyjet. Pg 30.
J. Sumberg, (2011) Easyjet paint job makes fuel bills less of a drag http://www.bbc.com 9
Figure 16. do passengers believe an airline could become more sustainable? Pg 32. Source of Information: Primary Market Research.
3.2.1. Do you think an airline could be more sustainable?
75%
25% Yes
Figure 18. Is there demand for an ‘eco-friendly’ airline? Pg 32. Source of Information: Primary Market Research.
No
3.2.3. Would you fly with an 'eco-friendly' airline? 95%
5% Yes
10
No
3.2.2. How safe do you think an 'eco-friendly' airline would be?
90%
Safe
5%
5%
Unsafe
Not Sure
Figure 17. do passengers think an ‘eco-friendly’ airline would be safe? Pg 25. Source of Information: Primary Market Research.
3.2.4. Are you aware of the changes airlines are making to reach a carbon-neutral state?
85%
15% Yes
No
Figure 19. are passengers aware of the changes airlines have already made to reduce their impact on the environment? Pg 33. Source of Information: Primary Market Research.
11
3.2.5. What would you expect from an airline that says it's carbon-neutral?
45% 30% 20% 5% Continued efforts at reducing carbon emissions
Accept it
Proof (Statistics)
Would not believe it
Figure 20. what are passengers’ expectations from a carbon-neutral airline? Pg 34. Source of Information: Primary Market Research.
3.2.7. What would persuade you to change from your typical choice of airline?
80%
5% Safety Records
15% Evidence on Sustainability
Competitive airfare pricing, flight scheduling and services
Figure 22. how can passengers be persuaded to change who they travel with? Pg 34. 12
Source of Information: Primary Market Research.
3.2.6. How would you feel travelling with an airline that has changed the mechanics of their aircraft to be more efficient?
70%
10%
Pleased
Not fussed
5%
15%
Unsafe
Overcharged
Figure 21. are passengers concerned about aircraft being innovated to be more efficient? Pg 25. Source of Information: Primary Market Research.
3.2.8a. Are you conscious about the impacts your journey makes on the environment?
3.2.8b. If so, would an airline that is 'eco-friendly' put you at ease? 95%
50%
50% 5%
Yes
No
Figure 23. are passengers conscious of the impacts their journey makes on the environment? Pg 35. Source of Information: Primary Market Research.
Yes
No
Figure 24. Would an ‘eco-friendly’ airline make passengers less conscious about their impacts on the environment? Pg 35. Source of Information: Primary Market Research.
13
Figure 25. Press advert promoting air france’s airfares. Pg 36.
Air France, (2014) Air France, Air France is in the Air: From Paris to Brazil €609 http://www.antonyeagle.co.uk
Figure 27. press advert promoting air france’s comfort in business class. Pg 37.
Air France, (2014) Air France, Air France is in the Air: Revolutionary Comfort http://www.corporate.airfrance.com
Figure 26. press advert promoting air france’s variety of destinations. Pg 37.
Air France, (2014) Air France, Air France is in the Air: Rendez-vous in Paris or 1000 Other Destinations http:// http://www.adweek.com 14
Figure 28. A visual EXplanation of how commercial aviation sectors impact each other. Pg 38. Source of Information: Primary.
UK Ethical Consumer Market Growth Report 2013
12%
0.20%
Mainstream UK Economy UK's Ethical Consumer Goods and Services (worth ÂŁ54 billion)
Figure 29. Comparison of the uk’s market growth between 2012 and 2013. Pg 39. Ethical Consumer Research Association, (2013) Ethical Consumer Markets Report 2013 http://www.ethicalconsumer.org
15
Global Greenhouse Gas Emissions by Source 14%
Forestry
17%
Waste and Wastewater 3% 19%
Energy Supply Transport
26%
Residential & Commercial Buildings Industry
8% Agriculture 13% FIGURE 1.
FIGURE 2. 16
INTRODUCTION
Number of World-Wide Passengers (Billions)
IATA Predicts 31% Rise in Passenger Demand 4.5 4
3.91
3.5 3
2.98
2.5 2 1.5 1 0.5 0 Year of 2012
FIGURE 3.
Year of 2017
Air travel contributes only 2% of global greenhouse gas emissions but with global populations growing, the demand for air transport could increase. Please see figure 2 and 3. For a significantly small environmental impact, this industry could have the social stereotype of being the sole contributor for global warming. This report will investigate whether innovation can reduce the impact air travel makes to the environment, and if it can, why these efforts aren’t better invested in other sectors that contribute for larger environmental impacts. See figure 1. The two largest commercial aircraft manufacturers, Airbus and Boeing; and the airline companies will be criticised on how they address these environmental issues; and whether they are addressed for ethical reasons or financial benefit. It could be questioned how concerned passengers are about the impact their travel choices make on the environment and if they or the airlines are responsible. This report will also analyse how safety could be compromised by innovation and whether the risks involved are worth the improvements innovation can make. There are public speculations on the motives governments have on funding such research and development (R&D) projects. This poses the concern of whether they partake for economic growth and global dominance or recognition for their reduced emissions. The American (US) and European bodies will be criticised for their financial support on R&D projects that fund constitutional aircraft manufacturers, Boeing and Airbus. Airports will not be considered in this report because they only account for a minor 0.13% of the 2% air travel contributes to global greenhouse gas emissions.
17
FIGURE 4.
18
1.1 WHAT IS INNOVATION? Innovation is a process of changing something to achieve a better result. It could be argued that technology causes innovation, or without innovation technology would not exist. However, without human ideas and inquisition neither would exist. Throughout eternity humans have been innovating, but during the start of the twentieth century war, revolutions and economic crisis created a consumerist society that furthered international commerce and transport systems.
1.0 INNOVATION
Innovation is the research and development of an identified problem; changes are either instructed by newly developed technologies or market demand. Please see figure 5. Focusing on air-travel, the globalisation of business created the need for efficient long distance travel. However, now that this is achieved global warming has created new problems for the world. At present, commercial air travel is not sustainable because it burns an average of 49kg of fossil fuel per a minute during flight. Airbus is developing new battery technologies to create an electric plane that does not require fuel. The newly proposed hybrid aircraft is capable of flying 2 passengers for an hour with zero emissions in-flight. With the prediction of global greenhouse emissions doubling between 2000 and 2050, this technological change in engineering could counteract the problems air travel has contributed to.
FIGURE 5.
“We are at the beginning of such battery storage technology� (Daniels, 2009 p336).
19
1.2 Can innovation improve the fuel consumption of an aircraft? FIGURE 6. Average Fuel Consumption (kg) of Aircraft for Every Kilometer Flown 9.275
8.409
Metal Alloy Aircraft
20
Composite Material Aircraft
1.2.1 Aircraft Design Boeing and Airbus have invested into R&D to improve efficiencies of their fleet.
The Boeing 787 and Airbus A350 are built from 50% composite material making them 20% lighter in weight. A composite material combines the properties of the original materials making it different from an alloy. The innovative material used on aircraft has economic and environmental value because it consumes less fuel thus reducing carbon emissions. Composite materials release fewer toxins during their manufacture reducing damage to the ozone layer. “Research is being conducted in order to see which plants can provide raw material for the composite” (Umair, 2013 p14), making this the first option for sustainable aviation material. The use of composite material has allowed Boeing to change how they build the 787 by engineering the fuselage so it can be made as a single piece. This reduces energy use during aircraft assembly and eliminates the previous 1,500 sheets of aluminium and 45,000 metal rivets that were required when building the fuselage in smaller segments. The reduction of materials used makes the aircraft even lighter. Please see figure 6.
Composite materials have also enabled Airbus to innovate the wing design of the new A350 which is to go into service in 2015. Research into wind tunnel testing and fluid dynamics has changed the future of aerodynamics. The result is an aircraft that uses less fuel during take-off and whilst travelling at slower speeds. Their engine partner, Pratt and Whitney have extended the use of composite materials to build hybrid aircraft engines. Existing Airbus fleets can have engine upgrades that significantly reduce fuel consumption because the engine is lighter. Please see section 2.2 for more information. “The PurePower line of engines will be able to cut carrier operating costs by 20 percent (or about $1.7 million per plane per year), dampen noise levels by half, and cut CO2 emissions by 3,600 metric tons a year” (Grose, 2013 p5).
To conclude, innovation has reduced fuel consumption by developing composite materials.
1.2.2 BOIFUEL Although the air-travel industry is making advancements in a short space of time it’s still a concern that aircraft require fossil fuel to operate. “Many of the environmental problems our country faces today result from our fossil fuel dependence” (Salvador, 2014).
Boeing has acknowledged this and until a type of commercial aircraft is created that is powered off natural forms of energy more sustainable sources of fuel are needed. “Boeing’s biofuel emits at least 50% less carbon dioxide than fossil fuel over its life cycle” (Federal Aviation Administration, 2014 p7) and would appeal to airliners because governments like the US are funding incentives.
FIGURE 7.
The sustainability of biofuel is arguable because it is derived from natural resources and if feasible, there would be substantial demand. When made from energy crops, biofuel production could increase food prices, however, it can now be derived from non-food parts of plants, food wastes like old cooking oil and algae. To conclude, although biofuel is not improving the fuel consumption of an aircraft it is offsetting the carbon emissions an aircraft creates during flight.
21
1.3
How is innovation affecting an aircraft’s safety?
The NUMBER of air crashes since commercial air travel began
FIGURE 8.
22
1.3.1Cockpit technology and aircraft safety
Number of Passangers who Died in Commercial Aviation Accidents
The number of commercial aircraft crashes has decreased since 1946 when commercial flight began. Please see figure 8. 1972 Recorded the highest number of fatalities for the industry. The technology of this period included analogue avionic systems that spread information over six steam gauges. Today, more extensive information is displayed on one digital screen. In 1980, the first commercial aircraft used glass cockpit displays. Looking at figure 9, it is clear this innovation improved aircraft safety by 20.46%.
Year of 1972
Year of 1980
FIGURE 10.
This cockpit innovation has improved the accuracy in which pilots can interpret the data. The information is presented more efficiently allowing a pilot to make an informed decision much quicker. To conclude, digital cockpit interfaces enable shorter routes to be calculated as illustrated in figure 10. This reduces fuel consumption and carbon emissions.
1932
FIGURE 9.
It’s concerning to know that digital screens can blackout as first officer of United Airlines, Douglas Cochran explains: “we had no way to communicate with air traffic controllers or detect other planes around us in the crowded airspace”. (Ferrara, 2012). However, with no recorded accidents or fatalities regarding this cockpit malfunction the Federal Aviation Administration (FAA) has rejected any cases against the problems.
2429
23
1.3.2 How safe is the most innovative plane? Amount of Power Extracted from Engines to Operate
100%
Pneumatic Control
On January 16th 2013 All Nippon Airways made an emergency landing after there was a burning smell in the cockpit. This was 9 days after one of Japan Airlines 787s burst into flames on the tarmac in Boston, USA. On the 17th of January 2013 all 787s worldwide were grounded whilst the lithium batteries were investigated.
65%
Electric Control
The FAA tested the new lithium batteries prior to the 787’s first flight. Ironically, the FAA also grounded the 787 following a problem arising from new technology they approved. This could make one doubtful of the governing bodies that monitor aircraft safety. “Although U.S. investigators still don’t know what caused the batteries to overheat, the FAA has approved a proposed Boeing fix that the manufacturer claims would stop any fires that started” (Airline Industry Information, 2013 p1).
FIGURE 11. Number of Fatalities Resulting from Aircraft Accidents During the First 4 Years of Flight
589 Boeing 787 Boeing 747 0
FIGURE 12. 24
The Boeing 787 is the first aircraft to use lithium battery; replacing traditional pneumatic systems with battery power the new electric mechanics can be facilitated. Although batteries are heavy the electrical controls still reduce the weight of the aircraft thus improving fuel consumption. Please see figure 11. Furthermore, the system only produces the amount of power that is needed allowing it to conserve energy.
Regardless of the safety concerns surrounding the Boeing 787 there has been no fatalities as yet. If this is compared to the fatalities of the 747, the biggest innovation from Boeing prior to the 787, there is a significant increase in loss of life within the first 4 years of flight. Please see figure 12.
In conclusion, although aircraft innovations will undoubtedly face problems it improves human understanding, enabling the development of a new technology that is safer and more sustainable. It could be argued even passengers recognise this if you look at figure 17 and 21.
FIGURE 17.
3.2.2. How safe do you think an 'eco-friendly' airline would be?
90%
Safe
5%
5%
Unsafe
Not Sure
3.2.6. How would you feel travelling with an airline that has changed the mechanics of their aircraft to be more efficient?
70%
10%
Pleased
Not fussed
5% Unsafe
15% Overcharged
FIGURE 21.
25
The Airline Industry
2.0
26
2.1 How does the economy affect aircraft manufacturers? Airbus and Boeing both demonstrate different innovations in air travel. The Airbus A380 can carry an average of 525 passengers and facilitates 21st century growth by addressing the issue of congested skies. To contrast, Boeing addresses the rising costs of fuel with their new 787. The competition between rivals Airbus (Europe) and Boeing (America) is fierce. Both parties have filed disputes against each other with the World Trade Organisation regarding government subsidies. The constant fluctuation in market shares has emphasised the need for more airline orders. The UK government invested £340 million pounds into Airbus in 2009 to sustain 1200 UK jobs after the 2008 global economic crash. This relationship has continued until now with joint parties funding a total of £2billion into Airbus projects that will take place in the UK.
Although Boeing has remarked on Airbus’s relationship to the European Union, Boeing received illegal funding both directly and indirectly from the US government in 2010. It’s reported it received $10billion from NASA and the U.S. Defence Department to ensure the delivery of the first 787 in 2011. “American multi-nationals are desperate to gain access to larger markets, they want protection” (Klein, 2002 p172). Airbus had a 53% share in the global aircraft trade during 2010, evidencing why the U.S. would support Boeing in the hope to create more American trade revenue through potential 787 airline orders. Although the consumerist culture still dominates society today it is arguable things are changing. Airbus have raised current concerns about the lack of demand for the A380, but with their smaller and more efficient A350 coming into service in 2015 the manufacturer may create some competition for Boeing. Although British Airways deferred A380 orders during the recent recession it ordered 18 Airbus A350, the proposed 787 equivalent.
To conclude, airlines are responsive to the economic change that affects how often passengers travel. The economy also drives how governments invest in aircraft manufactures. Airbus and Boeing will need to constantly adapt to economic change if they are to rely on airline orders and government investments.
FIGURE 13A. The Average Amount of Carbon Emitted per Aircraft per Annum 5000 4500
2.2 Is there a demand for more fuel-efficient aircraft engines?
4500 4000 3600
CO2 Emission (tons)
3500 3000
Boeing evaluated the impact NEO would have on their 737 narrow body fleet and dismissed it as a threat in April 2011. During this period Boeing’s net profit was exceeding Wall Streets expectations for the first quarter showing that Airbus NEO hadn’t impacted market shares. However, half a year later Boeing confirmed its R&D efforts into Boeing Max, the Airbus NEO equivalent that will be implemented on their Boeing 737 fleet. It is fair to say Boeing recognised the strong demand for more fuel-efficient engines when the first 3 airline orders for the Airbus NEO jets totalled $12.5billion.
2500 2000 1500 1000 500 0 Airbus A320 (Standard)
Airbus launched a New Engine Option (NEO) in 2010 to offer more efficient aircraft to global airlines. It predicts a 4000-unit demand over the next 15 years, however, it is questionable how much resource Airbus had to invest in the R&D program and if airlines would be interested. Tom Enders, CEO of Airbus explains: “Airbus is very stretched on the engineering side” (Enders, 2010 cited by Segal, 2010 p1). Airliners could raise the issue of how the NEO models of Airbus’s narrow body fleet could affect the residual value of their existing fleets.
Airbus A320 NEO
“Increased competition is driving innovation in manufacturing markets” (Roberts, 2014). The airliners’ response to Airbus NEO pushed Boeing to innovate their existing fleet on fuel economy. It is evident that airlines dismissed the impact the more fuel-efficient engines had on their existing fleet because the fuel-economy of the newer engines had greater value. In conclusion, this innovation created competition between manufacturers. The innovation responded to a demand for more fuel-efficient engines, thus reducing CO2 emissions and aviation’s contribution to global warming. See figure 13A.
27
2.3 Are airlines addressing the affects air travel is having on the environment?
FIGURE 13B.
28
2.3.1 International Airlines and the Emission Trading Schemes “Carbon concentrations have risen since the industrial revolution” (Garner, 2006 p83).
The European Emission Trading Scheme (ETS) was launched to counteract their impacts by aiming to reduce emissions by 20% by 2020. This scheme is used to trade greenhouse gas emission allowances. It targets 45% of Europe’s emission contributors by penalising the organisations responsible for excessive burning of fossil fuels. To understand what the effects are of excessive fossil fuel burning please see figure 13B. With a reduction of 480 million tons of carbon between 2005 and 2009 this scheme has been effective. Following its success the scheme was extended to any global airline travelling to or from a European country, however, after legal threats from global airlines the legislation was implemented in 2013 and applied to European airlines only. It can be questioned why non-European airlines don’t have to abide to the European ETS, but with countries like Australia and the US having their own ETS initiatives the financial gain could be conflicting between the two countries in which a flight operates. In contrast, developing countries haven’t implemented their own initiatives and airlines of these countries are not paying penalties. Global warming is not considerate to the wealth of a country, so it is arguable whether the economy of a country should be considered when environmental changes are impacting the global community. The European Union (EU) recognises this; “The European Union will bring all airlines using European airports into the Emission Trading Scheme if no global agreement on airlines’ carbon emissions is reached by 2017” (Mock, 2014). This has already started with Australia and the EU agreeing to link emissions trading systems by 2018. It was estimated that airlines pay between €15million and €20million in carbon tax each year. One airline that hasn’t considered the scheme to be an incentive to reduce emissions is Ryanair. They charge green tax on all passenger tickets. One has to question how other airlines that don’t charge passengers are coping. The CE Delft reported on how some airlines made “profits of €1.3billion by charging passengers for permits to pollute” (Hemmings, 2014). Investigating the terms of conditions of tickets it is evident this information is not explicit and a grey area for passengers who are aware of the ETS. To conclude, airlines were legally obliged to take a financial responsibility for their impacts on the environment. This could be a contributing factor for the recent demands of fuel-efficient aircraft engines that drove aircraft manufacturers to enhance their fleet. The controversy of whether a passenger is responsible for these emission costs is still inconclusive.
29
2.3.2 Airlines and Corporate Responsibility In the past industries have pursued short-term profits without considering sustainable development. “The concept of sustainable development was the aim to integrate environmental considerations into economic policy” (Dresner, 2002 p65). A corporate responsibility is a way for people and the environment to share the economic success of businesses.
Corporate responsibilities benefit a company to. They improve customer engagement by allowing the brand to talk to its audience in a personal way. Customers can differentiate between competitors if a brand’s corporate responsibilities are unique. Furthermore, it helps a brand justify the cost of R&D if it improves products and services.
FIGURE 14.
Airline Gol BMI Air Canada Continental
Total Fuel Costs for Easyjet per Annum (in £ Million)
Each airline is trying to convey why their environmental efforts are formidable, however, their corporate responsibilities are similar. Airlines like Gol, BMI, Air Canada and United Continental all talk about how they were the first airline to fly using biofuel. This is a fair statement by their account because each type of biofuel engineered is a unique mixture, but they all derived from a similar source: oil. See figure 14. Virgin America states how they were the first airline to buy Airbus NEO aircraft and Easyjet mentions their use of slippery paints. These airlines are using innovative technologies for financial gain rather than reduced environmental impact. Please see figure 15.
Airlines are using their corporate responsibilities to displace competitors for economic benefit. United Continental is a prime example; although their Eco Skies campaign has supported their pledge to protect the environment, the substance of their campaign was originally devised by Cathay Pacific and is now being copied by American Airlines. The ‘tit-fortat’ competition of airlines is clear. For the passengers concerned with flying with the most ethical airline, this information is not clear. “The level and intensity of these relationships will be the drivers of long-term brand values” (Clifton et al, 2000 p103). This is evidence of airlines’ poor brand values that constantly change to retain passengers’ business. 30
Oil Source for Biofuel Cellulosic Feedstock Pennycress Plant Used Cooking Oil Algae and Jatropha Plants
730
715.4
Uncoated Aircraft FIGURE 15.
TripleO Coating on Aircraft ('Slippery Paint')
3.0 The Environment and Passengers
The International Air Transport Association (IATA) has set a manifesto in response to the United Nations (UN) Climate Change Summit in Copenhagen. These targets include improving fuel-efficiency of aircraft by 1.5% each year till 2020, capping aviation CO2 emissions in 2020 to reach carbon-neutral growth and then reducing CO2 emissions by 50% by 2050.
“Sustainability is meeting the needs of the present without harming the ability of future generations” (Taylor, 2010 p97).
The UN is challenging the sustainability of the aviation industry even though it only accounts for 2% of global greenhouse emissions. The other bi-products produced by jet engines are unaccounted for. The climatic effects of nitrous oxide, water vapour and soot can be far greater than initially perceived because of the altitude they are emitted at. With the pressures of consumerism, air-cargo could increase by 7% and commercial air travel by 3-5% each year. The industry is growing but its environmental impact is not fully understood. “With complex global and largely invisible problems it is hard to link cause and effect, and definitive answers may take decades to emerge” (Herring, 2006 p41). This can be concerning when considering the culture of smoking. It existed for 2000 years before the first conclusive data could be drawn on its health impacts.
3.1 The Impact Air Travel is having on the Environment
Scientists are suggesting that aircraft should fly at lower altitudes. Lowering the average cruising altitude could reduce contrails, the vapour created from aircraft that traps heat on the earth’s surface. This would increase their fuel consumption though because of increased air resistance. The proposed cruising altitudes have not been adopted by industry, indicating the climatic impacts are greater if the fuel-economy is worsened.
To conclude further aircraft innovations will be needed to reduce environmental impacts if the air travel industry is to meet the IATA manifesto. If the manifesto is met, the inconclusive data surrounding the impacts the bi-products have will not be such a concern; emissions will be constant allowing conclusive data to be drawn.
31
3.2.1. Do you think an airline could be more sustainable?
75%
3.2
25% Yes
No
FIGURE 16.
Primary Market Research The market research involved 40 passengers between the ages of 18-75 at Heathrow and East-Midlands airport. The difference in flights and brand of airlines at these airports meant the data would be unbiased to the different types of traveller of this industry.
3.2.3. Would you fly with an 'eco-friendly' airline? 95%
5% Yes FIGURE 18. 32
No
3.2.2. How safe do you think an 'eco-friendly' airline would be?
90%
Safe
5%
5%
Unsafe
Not Sure
FIGURE 17.
3.2.4. Are you aware of the changes airlines are making to reach a carbon-neutral state?
85%
15% Yes
No
FIGURE 19. 33
FIGURE 20. 3.2.5. What would you expect from an airline that says it's carbon-neutral?
45% 30% 20% 5% Continued efforts at reducing carbon emissions
Accept it
Proof (Statistics)
Would not believe it
3.2.7. What would persuade you to change from your typical choice of airline?
80%
5% Safety Records FIGURE 22.
34
15% Evidence on Sustainability
Competitive airfare pricing, flight scheduling and services
FIGURE 21. 3.2.6. How would you feel travelling with an airline that has changed the mechanics of their aircraft to be more efficient?
70%
10%
Pleased
5%
Not fussed
15%
Unsafe
Overcharged
3.2.8b. If so, would an airline that is 'eco-friendly' put you at ease?
3.2.8a. Are you conscious about the impacts your journey makes on the environment?
95%
50%
50% 5%
Yes FIGURE 23.
Yes
No
No
FIGURE 24.
35
36
FIGURE 25.
FIGURE 26.
3.3
Airline Marketing
Airlines have changed how they operate to reduce their impact on the environment. This is evident in their corporate responsibility but there is a lack of more direct marketing on how they tackle environmental issues. Please see figure 19. Looking at Air France, they acknowledge that: “Clearly it will become more and more important to communicate on the environmental issue. We will start by communicating to customers through inflight movies and magazines, and after that it will develop into a media campaign.”(Caussade, 2008 cited by Ezard, 2008 p4). This statement was made in 2008 and there is still no media campaign to support it to date. The lack of commitment to campaign their environmental efforts could be due to the scrutiny they could come under if the media suspects any type of green washing. Virgin Atlantic received bad publicity in 2008 on their R&D into biofuel. The biofuel they developed was not sustainable like the more recent mixtures because it was derived from crop that fed society. These sorts of controversy can put doubt in a passenger if they feel an airline might be trying to manipulate the facts.
FIGURE 27.
However, looking at figures 25, 26 and 27 it is evident that most airlines like Air France find their marketing budgets better spent on campaigns that hook the passenger through competitive pricing, convenient scheduling and comfort. To conclude, there has been no attempt by any airline to market themselves against their commitments to the environment. The affects this will have on passenger demand is unknown until a brand can commit. “Future-driven brands remain a rarity. Few companies think this way. This might be because of the uncertainty about what the future holds. This is a copout.” (Gad, 2011 p60). 37
CONCLUSION
The environmental problems society now faces are a result of innovations the consumers have created. It has, however, improved the global economy because of the jobs that exist in R&D and manufacturing. Innovation has raised awareness and reduced the impact air travel has on the environment.
The future of air travel depends on the four-way relationship of this industry and how they impact each other. See figure 28. Following the financial crash of 2008 passengers’ spending habits have changed, this has forced airlines to consider how economical their aircraft operate so that they can increase competition in pricing. This affects the aircraft manufacturer because the airline is presenting new types of demand from their aircraft. The governments recognise the opportunity for new revenue from their manufacturing industries so they fund R&D to ensure airlines buy into their market. For passengers, environmental impacts of flying are a secondary concern to cost. This is evidenced at figure 22. People demand more for less because of ease and accessibility. In contrast, looking at figure 29, ethical products are becoming more popular. Society is taking more consideration to how their buying power impacts the environment. The EU ETS is symbolic of this, taking the financial benefits of a consumerist society and investing it into preservation projects. This evolution is suggestive of a more conservative society for the future. A brand’s corporate responsibility supports this, but airline marketing is only focused on the cost and comfort at present, demonstrating society is yet to change.
FIGURE 28.
38
Existing aircraft like the electric plane suggest that carbon-neutral travel will be possible in the future if the stored power can come from renewables resources. Technology advancements can not only reduce air travel’s impact on the environment, but also improve passenger safety and economic growth. This is all evidence of why innovation is so important.
3.2.7. What would persuade you to change from your typical choice of airline?
80%
5% Safety Records
15% Evidence on Sustainability
Competitive airfare pricing, flight scheduling and services
FIGURE 22.
UK Ethical Consumer Market Growth Report 2013
12%
0.20%
Mainstream UK Economy UK's Ethical Consumer Goods and Services (worth ÂŁ54 billion)
FIGURE 29.
39
RECOMMENDATIONS
From the conclusive information contained in this report it’s suggested an Non-Governmental Organisation, or similar body establish an airline that is solely concerned with its environmental impacts; and invests its profits into R&D to always find the next innovation to supports this. Referring to figure 18 there is evidence of strong demand for such an airline, however, passengers will need to be able to understand this.
It is paramount the branding and marketing communicates the ethos of sustainability to enable the passengers to immediately identify its ethical point of difference from competitors. Referring to figure 16, passengers would trust the way this brand positioned itself in the market, however, looking at figure 20, the marketing would need to evidence statistics to support its statement, especially in the area of how this airline is constantly reducing its emissions. Referring to figure 22, airfares would need to be priced competitively to create customer demand. This is achievable when considering the £433m profit premium airline British Airways made in 2013, whilst staying competitively priced, please see figure 30. “Investigators looked at fares (inclusive of all fees and taxes) to eight short-haul destinations from London and found little difference in the prices offered by BA, Easyjet and Ryanair” (Heap, 2013). Referring to figure 23 and 24, this airline would meet the demands of the current market.
FIGURE 30.
40
This airline would clear any grey areas of who is responsible for environmental impacts when flying because both the airline and passengers would have made a positive choice that influences the sustainability of air-travel.
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APPENDICES Figure 30. table of airfare comparisons between low-cost airlines and british airways. Pg 40.
T. Heap, (2013) Return hand luggage-only fares: 6-13 Jul 2014 http://www.moneysavingexpert.com
48