COMMUNICATION IS KEY: PASSENGERS NEED TO KNOW THEY ARE ON A SUSTAINABLE FLIGHT

And so, let’s bring this back to the airline world.

The SWISS and Ryanair examples show that passenger participation in carbon offset schemes is low.

And we’ve used the Compensaid example to show that it’s not even immediately obvious why a passenger should pay a higher premium to offset their flight faster.

What about if the airline takes care of offsetting, and tells passengers that the flight is sustainable?

In this case, there is evidence that passenger loyalty increases.

We know this from easyJet, which automatically offsets emissions on behalf of customers.

Pre Covid (at the end of 2019), easyJet included a figure in its Q4 2019 results, about how passengers felt more positively about the airline once they were aware of carbon offsetting, with an 11% increase in customers saying they will choose easyJet the next time they fly.

Eleven percent is a significant number, and that 11% will tell friends and family about their experience.

The most recent Nielsen Global Trust in Advertising Study (conducted among 40,000 consumers worldwide) shows that word of mouth continues to be the most powerful form of ‘advertising.’