Responsibility and branding

AUGUST 2019

KLM Royal Dutch Airlines are asking customers to consider the impact of air travel on the environment. Their 'Fly Responsibly' initiative questions whether customers would be better travelling a less environmentally damaging way –and advises them to pack less to reduce fuel consumption, choose eco-friendly accommodation and even host video calls to avoid travelling altogether.

It's a great example of a brand reflecting their customers' concerns to build a strong, authentic dialogue.

Luxury brands can learn a lot from KLM. By sharing insights into their production, supply chain and carbon footprint – as well as encouraging customers to take better care of  their possessions and shop less.  It takes guts to be so open but adds lustre and gravitas to a brand.

Read more here.