Markets

JetBlue Launches Jetting to Green

By Brett Snyder

Updated on: May 28, 2008 / 10:51 AM EDT / MoneyWatch

Apparently, JetBlue has listened to a warning I sounded on my other blog that airlines need to pay close attention to their environmental impact. Ok, my post had nothing to do with it at all, but the airline did come out with a number of environmental initiatives called "Jetting to Green" last week. Here's what they're doing:

Offering optional carbon offsets via Carbonfund.org for passengers to purchase
Basic energy saving initiatives that most airlines now do, like taxiing on one engine and using ground power when at the gate
Eliminating disposable headsets (you can still buy one for $1 or bring your own)
Not having an inflight magazine (not that they ever did)
Conserving and recycling things like fuel and de-icing fluid at JFK
Donating $50 to the Kerzner Marine Foundation anytime anyone purchase a three night vacation at the Reef Atlantis from JetBlue Vacations (Seems kind of narrow, no? What if I want to stay four nights?)
Partnering with Airbus, Honeywell, and IAE (engine manufacturer) to develop a biofuel that does not take away from existing food supplies. (looking at things like algae)
Launching a sweepstakes giving away things like a Prius, organic gift bags, etc.

Many of these initiatives are things that airlines have done or been doing for quite some time, but JetBlue is actually doing a good job of packaging them and addressing them for PR purposes. I mean, they're even trying to say that they're installing winglets to be green when in fact, they aren't installing anything that isn't put there by the manufacturers anyway. But hey, it's all about branding. That's something that has been sorely lacking in a lot of "green" initiatives throughout the industry.

Sure, Delta and Continental, for example, both have carbon offset programs. I know Delta has an onboard recycling program, and I'm sure just about every airline now taxies on one engine, etc. But they don't try to present this overall green image that JetBlue is actively working to present. It's smart for JetBlue to do this, and I'd expect to see others follow. They're already being green, why not tout it?