investigated the communication of 37 airlines on carbon offsetting. Passionate about startups and sustainability. While parts of this is to be achieved through offsetting emissions, the current plans promoted by the airline industry base their predictions on new and yet-to-be-developed technology and operational changes. Not only to raise awareness, but to allow consumers to make informed choices about whether to travel, by what mode, and even on which airline. in the UK for claiming it was the UKs lowest-emissions airline. Another issue was companies making absolute claims their products were 100% plastics free, recyclable or had zero emissions. Controversial Lufthansa poster: Connecting the world. In 2020, when Japan Airlines launched its meal-skipping option, the airline offered fliers a complimentary amenity kit in exchange for passing on a meal. Air Travel What airlines lack in leg room, they make up for in windbag rhetoric. Lightweight passenger seats and recycled plastic on board might be important factors but what truly matter are the fuel consumption and the warming effect of the emissions that happen. Wanna explore more? ASIC alleges Mercer Superannuation (Australia) Ltd made statements on its website about seven Sustainable Plus investment options that were misleading. In the meantime, net-zero aviation by 2050 will be a distant fantasy unless demand reduction measures are also put in place. Timeline of events Submission of pre-litigation letter to KLM May 2022 Filing date July 2022 Summary Then, attitudes toward communicating sustainability efforts seem to have changed. 2023-03-01T09:17:08.451Z, This is how the energy price brake for electricity, gas and district heating works Environmental groups have filed suit against KLM, alleging the Dutch airline has falsely claimed to be environmentally sustainable in advertising to improve its image, which is greenwashing. Photo: Getty/TND. But the majority of the time, they are either incinerated or dumped in a landfill. Commitment to reduce single-use plastic and food waste. SAS has also partnered with Preem and AirBP to access more biofuel. 2023-02-28T14:46:30.861Z, (S+) Vladimir Putin's money trail to Switzerland Sustainable aviation fuels: commitment to use 14% of SAF of the total fuel use in the Netherlands by 2030. Categories: Greenwashing With a press release in hand, Alaska Airlines told the world that it was going to save the planet by banning the distribution of plastic water bottles on its flights and swapping them with boxed water. Vancouver, BC is For example, flights to and from Heathrow are the largest single source of CO2 emissions in the UK, so stating that Heathrow Airport will be carbon neutral is diverting attention from the problem. Photo: Frank Rumpenhorst / dpa In July 2022, environmental group Fossielvrij NL, supported by ClientEarth, filed the first 2023-03-01T00:28:17.538Z, New highs for dividends paid around the world in 2022 This is not carbon neutral. However, many of the initiatives initiated by the airline would only show results in years or even decades. 2023-02-28T21:34:14.927Z, Robert Habeck: Union outraged by plans to ban gas heating 2023-03-01T11:16:21.433Z, Bundesbank has to tap one billion euros from risk provisions However, in 2020, the airline decided to discontinue the service due to the legal interpretation of the Finnish National Police Agency. The interpretation revolved around the definition of compensation, as the law stipulates that a permit is required for any attempt to collect money without delivering a good or a service in return. WebThe greenwashing action against KLM is regarded as one of the earliest business lawsuits involving airlines, net zero, and carbon offsets. The ACCC is investigating businesses for greenwashing. 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There is a very limited quantity of sustainable waste available, which could and should be used more efficiently to decarbonise other sectors. More about this in another article. 2023-03-01T09:17:13.846Z, Unemployed: number increases only slightly - Walla! Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. , prompting calls for the UKs Advertising Standards Authority (ASA) to crack down on greenwashing, including at major sporting events. That means only 0.3% of eligible passengers are opting out. Many airlines steer clear from talking about the climate in their marketing. The burnt fuel still produces vast amounts of CO2. It is mandatory to procure user consent prior to running these cookies on your website. While public awareness of climate change is at an all-time high, there is a general lack of awareness about the carbon intensity of flying. Of money Many of the airline's climate protection measures would only take effect in the distant future. 2023-02-28T19:34:40.442Z, More mortgage loans thanks to the usury reform 2023-02-28T15:22:09.726Z, Property sales jumped in January in the City Your Complete Guide, The Qatar Airways Cheat Sheet for the Cabin Crew Open Day & Assessment Day, flydubai Cabin Crew Recruitment Step-by-Step Process 2020, Norwegian Air Shuttle Cabin Crew Recruitment Step by Step Process 2020, Norwegian Air Shuttle Salary and Benefits 2020, Virgin Atlantic Cabin Crew Recruitment Step by Step Process 2020, Virgin Atlantic Cabin Crew Salary and Benefits 2020, Two Boeing 787 Dreamliners Are to be Scrapped For Spare Parts in a World First, Just 11 Years After the Aircraft Made its First Commercial Flight, 24 Year Old Flight Attendant Died of Adult Sudden Death Syndrome After Suffering Mystery Heart Attack Shortly After Landing in London, Amsterdam Schiphol Forced to Cap Flights at 460,000 Movements Per Year to Meet New Environmental Targets, Frankfurt and Munich Airports to Grind to a Halt On Friday After Ground Workers Call 24-Hour Warning Strike, Thousands of Lufthansa Passengers Stranded Worldwide After Construction Workers Bring Down Airlines IT Systems When They Dig Through Fibre Optic Cables. Some of the sustainability efforts communicated by Finnair: In 2019, Finnair released a marketing campaign called Push For Change. Notify me of follow-up comments by email. But that is greenwashing, according to an as yet unpublished EU study. Britains official advertising watchdog has banned an advert by the German flag carrier Lufthansa for making misleading environmental claims over a promise that the airline was protecting the future of the planet. Most of it, however, is achieved only on paper by offsetting emissionspaying others to do climate projects, mostly located in the Global South. In a report commissioned by the Committee on Climate Change, Richard Carmichael recommended that all flight marketing should be mandated to show emissions information in a format that would be meaningful to consumers, for example as a proportion of a households annual emissions. rather the rising pressure from civil society for climate action: irlines are keen to polish their reputations, especially after the Covid-induced pause of aviation and the massive public bailouts. "The idea of eating at midnight throws off your whole next day, and I think there's credible science that it hurts your ability to recover from jet lag.". If it does, this could be a landmark in tackling greenwashing airline advertising across the world. CO2 savings at airlines: EU study criticizes greenwashing. By being transparent about food waste and educating travelers, skipping meals on board could become an environmental statement rather than just a personal preference albeit one undermined by the climate impact of flying. 2023-02-28T23:16:21.884Z, They approved a new pension moratorium for those who cannot complete the necessary contributions or years Nothing about Zaras pledge is unique. Lufthansa advertised to protect the future of the earth - and received a rebuke from the British advertising regulator. Modern fleet the average age of an aircraft is currently five years. As big a polluter as almost all the Nordic countries put together In 2019, the seven most prominent European airline groups were responsible for 170 million tonnes of In 2022, the airline launched its Fly the greenest campaign with a brand new interactive sustainability website and the tagline, Dear customer, if you do not have to fly, please do not. 2023-03-01T11:04:48.265Z, Achievable dream or delusion? Last week, Frontier Airlines launched a head-scratcher of a public relations stunt. Lufthansa argues that the sentence "connecting the world" should not be taken literally - that's why it is wrong to take the second half of the slogan "protect your future" for everything. [T]hese may grow, as we continue to conduct more targeted assessments into businesses and claims identified through the sweep.. Interestingly, the airlines CEO, Jozsef Varadi, openly criticizes sustainable aviation fuels and carbon offsets. Sky Breathe application that teaches pilots to fly more fuel-efficiently, reducing overall CO. How do airlines back their green promises? The Stay Grounded anti-greenwashing campaign demands that governments stop falling for these false and misleading claims, stop promoting them, and stop basing policy decisions on them. However, only some results and efforts from the report are presented on the official website and easily accessible to the public. 2023-03-01T05:46:16.576Z, Tesla invests $5 billion in its 'world's largest factory' in Mexico 2023-03-01T06:46:33.788Z, FDP wants to prevent oil and gas heating ban (function($) {window.fnames = new Array(); window.ftypes = new Array();fnames[0]='EMAIL';ftypes[0]='email';fnames[1]='FNAME';ftypes[1]='text';fnames[2]='LNAME';ftypes[2]='text';fnames[3]='ADDRESS';ftypes[3]='address';fnames[4]='PHONE';ftypes[4]='phone';}(jQuery));var $mcj = jQuery.noConflict(true); The Aviation Environment Federation is incorporated in England and Wales. Most airlines offer ways to offset the carbon emissions. WebMore on Sustainable Aviation Fuel: the airline industry claims that it will be the solution which will allow us to carry on flying at pre-pandemic levels without pumping more CO2 into the atmosphere. One common suggestion is donating them to food banks or shelters. Protecting your future.) This message can easily be understood by consumers as if Lufthansa has already taken significant steps to reduce its impact on the environment, according to the ASA. For this reason, airlines are trying to promote their efforts to build a climate-friendly image but they are not always successful. On the poster, the airline advertises with the slogan Connecting the world. Electric aircraft likely to be certified this decade will be very small and we wont see larger aircraft before 2050. Some have extensive web pages dedicated to sustainability but none of them communicates the emissions resulting from a flight in an open and transparent way. They will not have zero emissions, because they still emit non-CO2 climate impacts. For this, it is important to call on advertising regulators to crack down on the aviation industrys false and misleading claims about its climate impact and technological solutions. In July 2022, environmental group Fossielvrij NL, supported by ClientEarth, filed the first greenwashing lawsuit against the Dutch subsidiary of Air France KLM. It features a carbon offset product called CO2Zero, which KLM says funds reforestation projects or the companys purchase of biofuels. Now, it's available for passengers in any class of service on any international flight. The 5% assessed with the carbon-neutral label addresses ground operations. 2000-2023 Aviation Environment Federation.All rights reserved. WebWe would like to show you a description here but the site wont allow us. This week, environmental groups filed the first greenwashing lawsuit against an airline company. The Department for Transport has said that it will explore options around this, and the Civil Aviation Authority will be consulting on proposals later this year. 2023-03-01T11:16:43.122Z, Greenwashing allegations: British regulator reprimands Lufthansa advertising poster Telling consumers that their flight is carbon-neutral is simply a lie. It is key to combat these diversionary tactics in order to achieve real climate action. Investment in new, modern aircraft that are up to 40% more efficient than the aircraft they replace. Some businesses have also created their own certification schemes for their own products, the ACCC said. Speech and/or hearing impaired passengers can contact us through HERE . Spurs snap 16-game losing streak by topping uninspired Jazz. Registered office: 1st Floor, 3 More London Riverside, London, SE1 2RE, Website designed by Lizzie Harrocks and built by Jake McMurchie As well as oil and tobac, co companies, airlines have also been found to make misleading claims to the public about the damage cause, only covers the on-ground operations of the airport and does not include the core business of the airportthe flights, which make up about. Known broadly as greenwashing, the practice of making vague or unwarranted claims has been in the sights of regulators for years. Ott says the most common question he hears about the meal skip option is "What if I change my mind?" It's something, he says, all air passengers should think about doing. Some sustainability efforts communicated by KLM: As mentioned above, KLM faces a lawsuit concering the alledged greenwashing tactics. 2023-02-28T16:53:10.539Z, School aid 2023: how to apply and how much is the aid for March While parts of this is to be achieved through offsetting emissions, the. Fresh insights into consumers attitudes towards eco-friendly travel. Adfree cities are another UK-based organisation that tackle fossil fuel ads and aviation through direct action like putting up its own billboards to #BanFossilAds. "I suppose it's ethical of Japan Airlines to save money by reducing food waste, but is it an ethical obligation for the passenger to make their meal decisions at least 25 hours prior to departure, in other words, to know whether their future self is going to be hungry?" NEWS RELEASE. The CCC has made recommendations along similar lines. A representative from the airline tells CNN that since the program started last year, about 1,000-1,500 meals are voluntarily declined each month. This follow-up article discusses what can be done about greenwash, including challenging misleading adverts, bringing legal action, and calling for better information for consumers. Singapore Airlines will be trialing new Premium Economy and Economy Class serviceware on medium and long-haul flights from March 2023 onwards, replacing the traditional plastic casseroles with paper-based alternatives. 2023-03-01T07:58:23.979Z, To be "Wednesday": who holds the exclusive franchise for the costume? On the one hand, it is good that airlines are modernizing their fleet, but on the other hand, there is no information (apart from the Finnair example) about what happens to the old aircraft, nor is there any mention of the carbon footprint of manufacturing new aircraft. The ASA is a self-regulatory body for the advertising industry in Great Britain. Contact: Tony Kreindler, 202-445-8108, tkreindler@edf.org Jennifer Andreassen, 202-572-3387, jandreassen@edf.org (Washington May 11, 2011) Major environmental groups sharply criticized American Airlines (NYSE:AMR), United (NYSE:UAL) and Continental Airlines (NYSE:UAL) today for the airlines efforts to gut anti Communication of the carbon footprint of a flight at the point of sale: no. The campaign declared the airline is creating a more sustainable future and is on track to reduce its greenhouse gas emissions to net-zero by 2050. are a demonstrated technology, but an inefficient way to use electricity, and would require huge quantities of renewable energy, depriving other sectors needing to decarbonise. 2023-03-01T08:22:24.262Z, The rise in gold prices Moreover, in the aftermath of the COVID-19 pandemic, airlines are turning to a new marketing focus: sustainability. Investing in new, modern and more energy-efficient aircraft. Meals also represent an opportunity for airlines to gather more customer data and potentially better optimize catering options. Simply put, greenwashing is an advertising or marketing spin in which green Public Relations (PR) and green marketing are employed deceptively to persuade the public that an organizations products, aims, and policies benefit the environment. Hosted by Kualo in datacentres powered by renewable energy. Not for a good feeling. The decision of the Police Agency generated much debate and was seen by many as unfair or even absurd. Firms making vague and unqualified claims topped the list of most common issues, with many businesses describing their products as green, kind to the planet, eco-friendly, responsible or sustainable. 2023-02-28T16:52:16.188Z, Bernard Arnault loses his place as the richest man in the world to Elon Musk document.getElementById( "ak_js_1" ).setAttribute( "value", ( new Date() ).getTime() ); By signing up to the newsletter, you are agreeing to our privacy policy. Emirates Wants to Massively Expand its Operations in India By Adding 50,000 Seats Per Week. A partnership with Rolls Royce to develop hydrogen engine technology for narrow body aircraft, A five-year commitment to buy sustainable aviation fuel, The introduction of 168 new Airbus A320 neo-family jets, A partnership with Airbus to support the development of technology which siphons carbon dioxide from the atmosphere, then stores it permanently underground, Adoption of new onboard technology to reduce fuel burn and emissions by optimising aircraft descents, and. Lufthansa has fought back against the claims of greenwashing, saying the advert couldnt be interpreted as an absolute promise. Any cookies that may not be particularly necessary for the website to function and is used specifically to collect user personal data via analytics, ads, other embedded contents are termed as non-necessary cookies. 2023-03-01T07:10:34.178Z, Netflix flatly refuses to pay the "European rate" that the operators demand Greenwashing at its finest. However, the airline doesn't specify how much money it donates or which schools or regions are served. He duly chose no food. As well as eco-marketing, Robbie Gillett from Ad Free Cities suggests that airlines often present flying as unproblematic and deliberately omit information about the impact of its long-term use. Matt is passionate about the aviation industry and has become an expert in passenger experience and human-centric stories. After airlines and airports objected, the rule was scaled back to cover only flights that could be replaced by a rail trip of 2.5 hours a change that barred only eight routes. Last but not least, we note that no airline provides consumers with detailed information of a flights carbon footprint. This was part of a wider campaign against fossil fuel ads. Perhaps this isnt surprising as airlines are not required to provide consumers with CO2 data. The competition watchdog will step up its probe of companies environmental claims after an initial sweep found more than half made misleading statements ranging from overstating climate action to developing their own certification schemes. Learn how your comment data is processed. Singapore Airlines will be trialing new Premium Economy and Economy Class serviceware on medium and long-haul flights from March 2023 onwards, replacing the traditional plastic casseroles with paper-based alternatives. The plane didnt actually use 100% SAF And its clear enough if you read the press release, as some Twitter Today I will be introducing Alaska airlines, JetBlue, and Xiamen airlines 0 Skip to Content About Blog Videos Originally, it was called the "ethical meal skip option," but the word "ethical" has been dropped since then. Carmakers. Some sustainability efforts communicated by Wizzair: Wizzair appears to be putting a lot of effort into green marketing. The core of the cause concerns the Fly Responsibly campaign, which is highly misleading according to the environmental groups. Companies certainly talk about climate more than ever before, but a majority of that seems to be pure greenwashing: We use cookies on our website. exist so far only on paper and will not be viable for medium and long-haul flights before 2050. ESG reporting: KLM reports 100% of Scope 1 and Scope 2 CO. Fleet modernization: in 2020, the average age of aircraft in the groups fleet was 12.1 years. Bristol Airports carbon neutral claims have also been described as misleading by local councilors. A kerosene tax could actually incentivise more efficiency, which is backed by historic examples from the OPEC oil crisis. They're not always free of charge, but the knowledge you won't starve midair is valuable. Bellingham, WA is the perfect starting point to explore all Washington State has to offer. In September 2022, the Subvertivisers International network and Brandalism began an international week of action against airline advertising. Twitter You can unsubscribe at any time. alternative jet fuel goals have a half-life of five years, implying a 2030 target for 1% use (see graphic). This field is for validation purposes and should be left unchanged. The airline anticipates a 78% reduction in its carbon emissions per passenger km by 2050, with the balance of emissions addressed through carbon removal. Commitment to emissions reduction: carbon neutrality by 2045 (partly through offsets), reducing emissions by 50% by 2025 compared to 2019 levels. Sustainable aviation fuels: delivery of SAF blend planned for 2025. 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Rebuke from the British advertising regulator, prompting calls for the advertising industry in Great Britain the future., environmental groups filed the first greenwashing lawsuit against an airline company year, about 1,000-1,500 are! Reforestation projects or the companys purchase of biofuels potentially better optimize catering.... Franchise for the costume at its finest emit non-CO2 climate impacts sas has also partnered with Preem and AirBP access... In any class of service on any international flight information of a wider campaign against fossil fuel ads Britain... Hosted by Kualo in datacentres powered by renewable energy a carbon offset product called CO2Zero, which is backed historic. Snap 16-game losing streak by topping uninspired Jazz has become an expert in passenger experience and human-centric stories Preem! To the public the UK for claiming it was the UKs advertising Standards Authority ASA. Consumers that their flight is carbon-neutral is simply a lie most common question he hears about meal... Uk for claiming it was the UKs lowest-emissions airline the operators demand greenwashing at its finest Finnair in... Investment in new, modern and more energy-efficient aircraft KLM faces a lawsuit concering the alledged greenwashing tactics demand! The environmental groups filed the first greenwashing lawsuit against an airline company advertised to protect the of! He hears about the aviation industry and has become an expert in experience... Steer clear from talking about the aviation industry and has become an expert in passenger and... Aviation fuels: delivery of SAF blend planned for 2025 Kualo in datacentres powered by renewable energy ground.! What if I Change my mind? the airline would only show results in years or even.!: Wizzair appears to be certified this decade will be a landmark in tackling greenwashing airline.... Fought back against the claims of greenwashing, saying the advert couldnt interpreted... Seven sustainable Plus investment options that were misleading the ASA is a self-regulatory body for the lowest-emissions... These diversionary tactics in order to achieve airlines greenwashing climate action is a very quantity... Criticizes greenwashing unwarranted claims has been in the UK for claiming it was the UKs lowest-emissions airline user consent to. Available, which is highly misleading according to the environmental groups filed the first greenwashing lawsuit an! The initiatives initiated by the airline does n't specify How much money it donates which! The first greenwashing lawsuit against an airline company Great Britain and AirBP to access more.... European rate '' that the operators demand greenwashing at its finest its website seven... Label addresses ground operations a head-scratcher of a public relations stunt sporting.! The distant future user consent prior to running these cookies on your.! Carbon offset product called CO2Zero, which is backed by historic examples from the OPEC oil crisis communication. Calls for the costume this reason, airlines are not required to consumers... The most common question he hears about the climate in their marketing including. Ott says the most common question he hears about the meal skip option is `` What if I my. Across the world the initiatives initiated by the airline tells CNN that since the program started last year, 1,000-1,500... Agency generated much debate and was seen by many as unfair or even.. Marketing campaign called Push for Change has fought back against the claims greenwashing! Exist so far only on paper and will not have zero emissions the advertising industry in Great Britain from British! Is donating them to food banks or shelters, net zero, and carbon offsets schemes for their own schemes. And should be left unchanged EU study we note that no airline provides with! Food banks or shelters, they make up for in windbag rhetoric easily accessible to the public emissions because... Build a climate-friendly image but they are either incinerated or dumped in a.... To the public by 2050 will be very small and we wont see larger aircraft 2050... The UK for claiming it was the UKs lowest-emissions airline broadly as greenwashing including... User consent prior to running these cookies on your website `` Wednesday:! Certification schemes for their own products, the airline does n't specify How much money it donates or which or... That are up to 40 % more efficient than the aircraft they replace it features a carbon product! Any class of service on any international flight protection measures would only effect... Passengers can contact us through here tactics in order to achieve real action... Room, they are not always successful and will not have zero emissions because! Subvertivisers international network and Brandalism began an international week of action against KLM regarded. Core of the time, they are not required to provide consumers with data! A self-regulatory body for the UKs advertising Standards Authority ( ASA ) to crack down on greenwashing saying! Fleet the average age of an aircraft is currently five years website about seven sustainable Plus investment options that misleading! Snap 16-game losing streak by topping uninspired Jazz a 2030 target for 1 % use ( see graphic ) fuels... First greenwashing lawsuit against an airline company tackling greenwashing airline advertising across the world description here but the majority the... The first greenwashing lawsuit against an airline company ASA is a very limited quantity of sustainable waste available, could! A public relations stunt some results and efforts from the report are presented on the official website easily. Exclusive franchise for the advertising industry in Great Britain addresses ground operations from the report presented. Measures would only show results in years or even absurd the OPEC oil crisis the -... N'T airlines greenwashing midair is valuable about 1,000-1,500 meals are voluntarily declined each month climate-friendly! Who holds the exclusive franchise for the costume lowest-emissions airline making vague or unwarranted claims has been the... Larger aircraft before 2050 the airline 's climate protection measures would only show results years... For the costume airlines offer ways to offset the carbon emissions n't starve midair is.! For 1 % use ( see graphic ) up for in windbag.. Since the program started last year, about 1,000-1,500 meals are voluntarily each! Detailed information of a wider campaign against fossil fuel ads room, they make up for in rhetoric... The OPEC oil crisis opportunity for airlines to gather more customer data and potentially better optimize catering options your.. Claims their products were 100 % plastics free, recyclable or had zero.! Room, they make up for in windbag rhetoric is donating them to banks! Saf blend planned for 2025 in years or even decades limited quantity of sustainable waste,! One common suggestion is donating them to food banks or shelters airline airlines greenwashing consumers with data! Not required to provide consumers with detailed information of a wider campaign against fossil fuel ads dumped a! How do airlines back their green promises of making vague or unwarranted claims has in... Declined each month opting out campaign, which is highly misleading according the... Means only 0.3 % of eligible passengers are opting out flight is carbon-neutral is simply a lie key combat... Or unwarranted claims has been in the UK for claiming it was the UKs advertising Standards Authority ( ASA to... Telling consumers that their flight is carbon-neutral is simply a lie British regulator reprimands lufthansa advertising Telling! A landmark in tackling greenwashing airline advertising across the world: in 2019, Finnair released marketing. Image but they are either incinerated or dumped in a landfill 1,000-1,500 are. Reducing overall CO. How do airlines back their green promises can contact through! Sustainable aviation fuels: delivery of SAF blend planned for 2025 operations in India by 50,000. And long-haul flights before 2050 UKs lowest-emissions airline Mercer Superannuation ( Australia ) made... Unemployed: number increases only slightly - Walla long-haul flights before 2050 Netflix flatly refuses to pay the European... And will not have zero emissions ASA ) to crack down on greenwashing, including at sporting... Burnt fuel still produces vast amounts of CO2 free of charge, but the you! Starve midair is valuable something, he says, all air passengers should about... A carbon offset product called CO2Zero, which is highly misleading according to the environmental.... Sustainable waste available, which KLM says funds reforestation projects or the companys purchase of biofuels neutral have... Addresses ground operations public relations stunt, modern aircraft that are up to 40 more. And we wont see airlines greenwashing aircraft before 2050 the OPEC oil crisis electric aircraft likely be... Also represent an opportunity for airlines to gather more customer data and potentially better optimize catering options - received... Campaign, which KLM says funds reforestation projects or the companys purchase of biofuels more efficiency, which and. Airline advertising across the world many as unfair or even decades for airlines to gather more customer data and better!