In our 2010 MapChange study, we found that the Airline sector lags behind other industries in their sustainability efforts.

Our leadership perspective on MapChange 2010 further revealed that since many airline brands received fair perceived scores and low actual scores, they qualify to be included in the Lucky Quadrant—meaning these brands currently enjoy “undeserved credit” for a green image without the initiatives to back it up. However, there is one brand that wasn’t part of MapChange 2010 that has ramped up their eco-friendly efforts:

Virgin America

Since the start of Virgin America in 2007, sustainability has been infused into both their practices and their fleet models (Virgin America uses the Airbus A320, the fleet that releases 25% less CO2 than competitors). In fact, Virgin America is the only airline reporting their Greenhouse Gas Emissions through the Climate Registry. And, they’ve teamed up with Congress to propose legislation that would require the Environmental Protection Agency to create GHG emissions standards for aircrafts.

So why would Virgin America, the new kid on the block (in terms of years in operation) spend a considerable amount of time and resources to get greener when other airlines don’t seem to be concerned?

Differentiation.

In the very near future, sustainability will be mandatory, and in many cases ignoring the norm will result in punitive consequences. In this case, Virgin has a leg up on the competition in terms of actual sustainability. But the problem is, consumer perception really counts—in dollar signs.

In the end, that means just going green isn’t enough.

Brands want to do good because the benefit from doing so positively affects the earth and profitability (and the leading brands know that.) But if Virgin continues to enhance only their existing green offerings and practices, yet don’t move forward with a consumer-facing communications strategy, they will miss out on improving their bottom line by doing good. If consumers are unaware of their unique selling proposition, Virgin America’s return on sustainability will be measly compared to what could have been had they commercialized their green success and possible leadership in the sector.

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