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Brief Published: 12 Aug 2019

KLM Encourages Passengers to Fly Less

As discussed in Ethical Travel's Mainstream Breakthrough, travellers are becoming increasingly aware of the environmental impact of air travel, leading to the formation of campaigns like Sweden's Flygskam (or flight-shaming) movement. Speaking to this, Dutch airline KLM has launched a seemingly counterintuitive campaign that urges consumers to fly more responsibly.

The airline is calling for flyers to pack lighter, carbon offset their flights and even consider forgoing air travel entirely in favour of slower ground transport such as trains and buses. The campaign includes a dedicated website and YouTube video with tips and tricks on travelling more sustainably, as well as info on measures the airline
and the industry as a whole are taking to become more planet-friendly.

It's a bold move from KLM, which acknowledges customers' valid environmental concerns while more costly and time-consuming changes – like the use of eco-fuels and the development of electric planes – are gradually implemented. The initiative is bound to appeal to the likes of climate-conscious Gen Z, who are positive that they can help save the planet. Read Top Gen Z Travel Trends for more.

To discover how airlines are finding ways to reduce their carbon and plastic footprint, read Elastic Airlines. See also KLM's V-Shaped Eco Plane for a further example of the airline's commitment to aviation's more sustainable future.