Last month I talked about the no-fly movement: people who refuse to fly or limit it to absolute necessity to avoid destroying the climate. Now, that movement has a somewhat surprising new member: Dutch airline KLM:
Dutch airline KLM has launched a campaign asking people to fly less. The video and open letter from CEO Pieter Elbers asks: “Do you always have to meet face-to-face?” and “Could you take the train instead?”
The campaign aims to encourage travellers and the aviation industry to consider the environmental impact of flying. It describes the “shared responsibility” of travellers and airlines to “fly more responsibly”, and says those in the industry need to “create a sustainable future for aviation”.
Which is a powerful sign that the airline industry's loss of social licence is extending beyond Sweden to Europe generally. I guess they really are worried about someone running an advertising campaign like this against them.
