How would you respond to sitting on an airplane, digging into the seat pocket in front of you, to discover that your complementary in-flight magazine was dedicated to caring for the environment?
Would you be thankful? Hopeful? Would you laugh? Would you sigh and say, “Well, I’m the one paying them to emit Carbon Dioxide- it’s very courteous of them to make an effort?” Or would you say, “This is, like, over-the-top obnoxious- is it possible to get more cynical than an airliner claiming to be a part of “The Eco-Movement?”
I ask because I found myself in this situation a few weeks ago, on my Continental flight from Pittsburgh to New York. Continental, it seems, has gone green, titling the September issue of Continental Magazine “True Green,” dedicating it to “People, Places and Products Driving the Eco-Movement,” including in it many references to Continental’s environmental accomplishments. I didn’t quite know how to react to this.
Now I didn’t say that I don’t believe Larry Kellner, Chairman and CEO of Continental Airlines when he lists the company’s “Commitment to environmental responsibility” as a reason to fly Continental, but… well would you believe him?
Here’s the fun thing: Even if we don’t believe him, even if we think the whole thing completely outrageous, there’s something subtle, but important going on:
If I learned one thing in Community Based Social Marketing class, it’s that the most assured way for people to change their attitudes is for them to change their behavior, even just a little bit, and to publicly commit to sustaining those changes. Whether Continental is wholeheartedly pursuing green measures for the betterment of the world or playing lip service to the trendiness of being green, the fact that they’ve publicly committed themselves to the cause will likely impact their decisions in the future.
In Jewish tradition, we believe that Acharei Hapeulot, Nimshechot Halevavot, that “Our hearts follow our actions.” If I’m not feeling close to my community, my tradition tells me to go out and do something for the community. If I don’t care for the poor, I’m to give to the poor. We’re even commanded to help our enemies with the heavy loads they carry on their backs.
Our whole religious system, in fact, is based on action, or Halakhot. I’m not asked to fervently believe until I taste being immersed in action. As CBSM contends, I’m likely to feel connected to my community, compassionate on the poor, and to favor reconciliation with foes, when I pursue actions that connect me with them. Could there be a better way to make peace than to help my enemy carry his load?
Ultimately, it won’t make a difference if Mr. Kellner is an environmentalist stuck in the wrong business or a good businessman in a world of environmentalists. Save actually going green, which in Mr. Kellner’s business might mean finding another job, publicly committing to the environment is probably the greenest thing he could have done.
All we need to do is to hold him to his commitment.
In all fairness to Continental, it seems they have made real efforts to maximize their fleets’ fuel economy, and now run planes that are 35% more fuel efficient than the ones they used in 1997. For more on Continental’s environmental policy, see http://www.continental.com/web/en-US/content/company/globalcitizenship/environment.aspx
When I read about these companies who have traditionally been quite the opposite of green, now going green I must say I find myself in the same dilemma that you did.
On the one hand, if they really are it’s great, on the other hand if they are just greenwashing to take advantage of current trends it’s a bad thing. I’ve seen it happen in the “healthy foods” field. Now people eat things that are definitely not good, healthy food, and they think they are making better food choices. When in fact they are just making more profits for some company that doesn’t care one bit for their health but happened to have a switched on marketing team.
I really what like you said…
“If I learned one thing in Community Based Social Marketing class, it’s that the most assured way for people to change their attitudes is for them to change their behavior, even just a little bit, and to publicly commit to sustaining those changes.”
… and I agree, by putting it out there publicly they can at least be held a bit more accountable. Let’s hope anyway.
I’d also like to comment on this…
“In Jewish tradition, we believe that Acharei Hapeulot, Nimshechot Halevavot, that “Our hearts follow our actions.” If I’m not feeling close to my community, my tradition tells me to go out and do something for the community. If I don’t care for the poor, I’m to give to the poor. We’re even commanded to help our enemies with the heavy loads they carry on their backs.”
… just to say, wow! If we all did that, imagine the difference it would make. I would extend it also to being considerate of the load the Earth is bearing because of us, humans.
Great article!
It’s absurd for an airline to claim being green. Airlines emit 10% of carbon dioxide
@Alex and all of us using computers are emitting the same amount of CO2. It’s all relative…
“In fact, computers now account for almost 5% of the world’s carbon emissions – about the same as the airline industry.” – Little Green Genie http://littlegreengenie.com/
The way I look at it, any industry that’s emitting a significant proportion of carbon dioxide has the opportunity to make a significant reduction CO2 emissions. So every airline who is at least taking some steps towards being more green is potentially making a huge difference.
By contrast, every one of us who uses computers can take steps to make a small, some might even argue insignificant, positive impact. But by the shear number of us, together we too can make a significant difference. http://about-green-living.com/leaving-computers-on-overnight-costs-28-billion-a-year-in-us-alone/
Either way, a positive step to reduce CO2 emissions is surely a good thing. Instead of adding negative energy, and putting Continental down for the positive steps they are taking, why not do something positive to encourage them to go even further? Why not be grateful that at least one airline has the courage to change some of their eco-damaging habits? Let’s encourage all airlines to follow suit, because collectively they too can make a significant difference.
Basically, the only way out of the mess we have created is for everyone to take responsibility for their part and do as much as they can towards reducing carbon emissions. Don’t you think? I don’t support green washing, but I also don’t think anyone should be discouraged from taking action in the right direction.
todays computers are not much co2 emitters though, you should try the latest gadgets available now (:P)