Environmental communications group C21 is reviewing British Airways’ entire environmental strategy, as the issue gains leverage as a marketing tool.
The review is in its early stages, with C21 working on a series of proposals aimed at the client’s 300 “environmental champions”. They are responsible for creating and implementing BA’s environmental policies and for communicating them internally and externally.
C21 consultant Adam Garfunkel says the review may lead to a restructure of BA’s environmental management operation.
“We are looking in a broad way at BA’s environmental policy, at ways to increase its environmental performance and at ways of presenting that clearly to staff and customers,” says Garfunkel.
“We are concerned with making the environmental reports more intelligible. BA is one of the most advanced in its environmental policy, but there is room for improvement,” he adds.
C21 will also revamp BA’s website and is likely to design its environmental report next year. It will work with the environmental champions in the longer term to evolve BA’s environmental policy and communication.