Continental Airlines Goes Green. Or not. Or… Yes?

By Yannai Kranzler

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

Sign the Pledge: http://www.JewishClimateCampaign.org

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On Wings of Solar Panel: Swiss Team looks to Fly ‘Round the World in Sun-Powered Plane

By Yannai Kranzler

Today I booked a flight from home in Israel, to visit my family in New York. I’ll probably be one of tens of thousands of Jews flying to and from Israel this summer and holiday season.

As a nation, we really fly a lot. Proportionally, I’d bet there are more Jewish environmental organizations and eco-oriented people than in most ethnic groups. But our constant Israel flights, from family visits, to vacations, to Birthright trips, leave over an astronomically high carbon footprint, and render us at least as much of the problem as the solution to climate change. And that’s a hard thing to recognize, given that so many of us care deeply about and try very hard to be sensitive to our environment.

Enter Solar Impulse. Solar Impulse is a Swiss initiative to fly a solar-powered airplane around the world- with no fuel, no pollution, no contribution to global warming. Solar Impulse’s HB-SIA gathers sunlight by day, and coasts on what’s been stored by night. There have been solar flights before, but Solar Impulse is by far the most efficient and ambitious yet.

Could it be, then, that Solar Impulse promises us a way to sustainably maintain our Diaspora-Israel connections?

Well, not right now, at least. The HB-SIA flies at an average speed of 70 kilometers per hour- It would take 130 hours to get from Israel to New York (My wife and I are flying this year with an infant, for the first time. Twelve hours of conventional flight sound like a nightmare as it is). In addition, the plane can only carry one passenger- the pilot. And it will only be ready to fly the world in 2012.

For now then, we’ll have to suffice with more mediocre solutions: Offsetting is one option-  At JCI we’re big fans of the Good Energy Initiative. Cutting down on non-Israel related flights is another. As is slashing everyday carbon emissions, from driving less to conserving more, from making conscientious food choices to reusing and recycling household goodies.

Perhaps the most Jewish approach is to recognize our imperfection, and then supplement what we can do with a prayer. Rav Kook, in his “Vision of Vegetarianism and Peace,” concluded that while eating meat is permitted according to Jewish Law, it is only legitimate if we feel the weight of taking an animal’s life, and pray for the day when we will no longer feel the need to do so. He even says that Smicha, when we place our hands on an animal as we pass it off for slaughter in a temple offering, exists for this very purpose.

So, to the Solar Impulse team in Zurich, my prayers are with you. That you complete your mission of flying around the world safely and smoothly, and that you then go home, visit a bit with family, and get right to work at making a solar plane that fits two people. And then three. And that y’all speed the darned thing up a bit! We’ll be rooting for you from the ground.

Click here to download JCI’s free Guide to Offsetting Carbon Emissions, full of the why’s, how’s and with whom’s of offsetting, as well as a special addition on how you and/or your community can develop your own offsetting project.

For more on Solar Impulse, visit www.solarimpulse.com.

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