KLM Royal Dutch Airlines is asking potential customers whether they really need to take a flight. A new initiative launched last month asks passengers to consider whether their journey would be better undertaken by train. Travelers are also invited to travel light, and to offset flight-related CO2 emissions. Part of KLM’s Fly Responsibly campaign, the initiative invites other airlines to become partners in its Corporate BioFuel Program, paying a fee to cover the difference in costs between kerosene and sustainable fuel.
Why it’s hot: Walking the walk and take on real responsibility to achieve sustainability will capture the modern consumer’s heart for the long term.