Marcus Leroux, Times Online 30 Apr 09;
Even consumers who care about the environment are not willing to fly less and are sceptical about the benefits of carbon-offsetting, a poll for The Times has found.
Only 38 per cent of concerned consumers said that they would take fewer flights in the next 12 months, down from 46 per cent last year, while just 10 per cent believe that offsetting is an effective way to tackle climate change, according to the Populus poll.
The findings will hearten the aviation industry as it faces the combined challenge of a global economic downturn, amid which passenger numbers fell by 11 per cent last month, and concern about the environmental impact of the growth in air travel in the past decade.
Cynicism about carbon-offsetting, by which a passenger or a company pays a premium for carbon-saving measures elsewhere, has convinced people that it is merely a “sticking plaster”, David Lourie, an analyst from Good Business, said.
Only 16 per cent of respondents had offset carbon emissions and 41 per cent said that it was “purely a gesture”. Concern about a lack of transparency on carbon-saving schemes associated with offsetting programmes appears to be well-founded: of those who had paid to offset flights, only 45 per cent knew where the money went.
However, the onus of environmental responsibility still rests upon airlines, according to concerned consumers. Some 38 per cent said that carriers bore responsibility, ahead of the Government and aircraft manufacturers, with 19 per cent each.
Passengers and oil companies were bottom of the list.
Respondents believing that the airline industry is taking its environmental impact seriously have risen by nearly half – to 39 per cent, from 27 per cent. Yet 84 per cent believe that airlines should be forced to retire older, more polluting aircraft.
Budget airlines, such as Ryanair, fare poorly in the survey on perceptions of ethical and environmental behaviour, even though they tend to use newer aircraft than larger rivals, and to fly with fewer empty seats.
This is likely to reflect environmental concern about the growth of budget air travel itself. Companies such as Ryanair and easyJet have comparatively low environmental impact per passenger mile.
Mr Lourie suggested that Ryanair’s bad showing may be related to Michael O’Leary, its outspoken chief executive, who has said: “We will take [passengers] off British Airways and the other old carriers who are flying gas-guzzling, ancient aircraft and pack them into fuel-efficient planes. So Ryanair will be saving the environment – not that we care much.” Mr O’Leary has also said: “I listen to all this drivel about turning down the central heating, going back to candles, returning to the Dark Ages. You do that if you want to. But none of it will make any difference. It just panders to your middle-class, middle-aged angst and guilt.”
Ryanair’s load factor – how full its aircraft are – was 77 per cent last month, against its 12-month average of 81 per cent. British Airways had a load factor of 73 per cent last month.
Mr Lourie said: “The aviation industry does have a huge impact on the environment, though its contribution is very little compared with overall emissions. It’s an issue that the motor industry has shirked in the past by ploughing on regardless. There’s still a long way to go for the airline industry.”
The Ryanair effect shows that how a company communicates its environmental message matters, Mr Lourie said. “Airlines need to show commitment with big steps like increasing load factor and increasing the efficiency of flights and retiring planes earlier,” he said. “But there’s also potential for small steps, such as on the supply chain, that will help to address these issues. That would help to demonstrate to the consumer that not only are they addressing the big issues where they can, but also the little issues that may be more about showing consumers they are serious.”
The airline industry has complained of being unfairly singled out on carbon emissions. In 2006 it was responsible for 6.4 per cent of Britain’s greenhouse-gas emissions, but campaign groups such as Plane Stupid say that air travel’s growth is unsustainable.
Yet even among concerned consumers the case against a third runway at Heathrow is not conclusive: two thirds support expansion of Britain’s aviation capacity, but two thirds oppose the building of a third runway.
More generally, the findings suggest a gap between perceptions and reality. Concerned consumers were asked which did most harm to the environment from a range of activities, including heating your home and flying to Europe twice a year. Heating ranked last, with only 11 per cent identifying it – rightly – as having most impact.
Overall, the concerned consumer poll indicates a better opinion of companies’ social and environmental records. Since people have become more critical of companies during the credit crunch, Mr Lourie cited the change as a sign of improved consumer sentiment.
