The idea is rather simple.

The current response provided for airline customers is to purely offset, which we believe is flawed because:

• the structure, integrity and price of offset projects are increasingly questioned and seen to be inadequate
• the calculation of the life-cycle carbon profile of flying is still open to scientific debate
• very few airline customers offset flights
• there is little or no behavioural change involved in the strategy

There is a wonderful opportunity for BA to utilise their sphere of influence (33 million passengers in 2006/07 ) to influence positive action on climate change that embeds honesty, integrity and innovation. 

Click here to read more about this opportunity