The Allplane Podcast #108: communicating sustainability, w/Elizabeth Maclean & Mike Evans (Herdwick Communications)
Sustainability has become a central topic in aviation, but are airlines prepared for this conversation?
Elizabeth Maclean and Mike Evans are the co-founders of Herdwick Communications, a consultancy firm that advises airlines all over the world.
With Elizabeth and Mike we speak about the reputation crisis and public relations storm that the aviation industry is facing in the face of climate change and how airlines should be communicating about sustainability.
What can airlines say when they are being accused of wrecking the climate? How can airlines avoid greenwashing and end up being sued because of overpromising or misrepresenting their sustainability initiatives? Why so many airlines have opted for greenhushing instead?
Elizabeth and Mike share their views on the matter and the basics of the model they have developed to help airlines deal with these increasingly pressing matters.
Check it out!
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Things we talk about in this episode
Elizabeth’s and Mike professional background in airline communications
What is a crisis in professional communication terms?
Is the airline industry facing a communications crisis over sustainability
What can airlines do about it when there are no easy or straightforward answers at hand
Greenwashing and greenhushing
Is there are model of crisis communications that all airlines can follow regardless of the size?
Resources
Elizabeth and Mike on Linkedin
flyDubai and Emirates, two airlines Elizabeth and Mike worked for
And the flyDubai flight reviews that I mentioned: business and economy class
Flybe and AB Airlines, mentioned by Mike
The BAC 1-11
The court ruling story about KLM’s alleged greenwashing ads
The herdwick sheep, which lends its name to Elizabeth and Mike’s consultancy practice!
Picutre by hollidaypics - P1070230, CC BY 2.0
The Allplane Newsletter that Elizabeth mentions twice - do not forget to sign up!
BONUS: here is an earlier episode of the podcast about communications in the airline industry!
Podcast Music: Five Armies by Kevin MacLeod
Link: https://incompetech.filmmusic.io/song/3762-five-armies
License: http://creativecommons.org/licenses/by/4.0/
Interview Transcript:
(please note that, although we strive to make it as close as possible to the original recording, the transcript may not be 100% accurate)