OPINION: Davos forum offers green-fuel off-piste PR opportunity

Mike Stones
By Mike Stones November 29, 2019 16:45

OPINION: Davos forum offers green-fuel off-piste PR opportunity

Fuelling Davos-bound private jets with SJF offers an alpine-sized PR opportunity. Pictured is a Gulfstream G550, photographed by Bob Holland, during a previous Davos forum.

Private jet aviation has a glorious opportunity next January to fight back against its environmental critics. All it has to do is to go off piste on the fuel that powers the business jets delivering world leaders to the exclusive Swiss ski resort to attend the World Economic Forum’s annual meeting.

Filling the tanks with sustainable jet fuel (SJF) will not only power the planes but also the argument that private aviation can be part of the solution to the deepening world climate-change crisis.

Cynics may dismiss the suggestion as shallow tokenism. But consider the PR power of tokenism. It can be a powerful tool in an age when social media and our sound-bite culture speeds misreporting around the world, while the truth, as Mark Twain noted, “is still lacing up its boots”.

No plans to fuel Davos-bound jets with SJF

Yet so far, there are no plans to fuel Davos-bound jets with SJF or to use carbon-offsetting schemes next January, warned one speaker at Corporate Jet Investor’s recent Miami conference. There’s still time to act.

This year’s Davos forum attracted an estimated 1,500 individual private flights to and from airports serving the Alpine resort, according to analysis from Air Charter Service, which registered an 11% increase in flights compared with 2018. That’s 1,500 opportunities to signal private jet aviation’s commitment to help mitigate climate change.

Unless the private jet sector does more, and is seen to do more, to address its environmental critics – in this age of flygskam or flight shame – next year it won’t just be the skiers going downhill.

Mike Stones
By Mike Stones November 29, 2019 16:45

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