Sweating the BIG Stuff: Where Do You Even Begin?

We recognized early on that, as an airline, our biggest issue would be our carbon emissions. In fact, our carbon footprint measurements have confirmed that Virgin Atlantic's carbon emissions from aircraft operations dwarf everything else we do, with more than 99.9 percent of our direct emissions coming from aircraft fuel use. Even when we factor in our supply chains, aircraft fuel consumption still accounts for around two-thirds of our emissions, with only a fraction of a percent from ground energy and ground fuel use. The remaining third—that's across both our airline and holiday operations—come from the upstream carbon associated with our supply chains, that is, all the products and services we buy, anything from aircraft to hotel rooms. You'll hear a lot about how important it is to manage your supply chains later in the book.

All this confirms that, first and foremost, we need to prioritize our efforts on improving our aircraft fuel and carbon efficiency.

So What Are We Doing about Carbon?

By far the biggest single thing an airline can do to reduce its carbon emissions right now is to invest in new, more efficient fleet—swapping out older planes for much more fuel efficient ones. And that's precisely what we've been doing for a number of years. As a result, over the last nine years, we've reduced our total aircraft CO₂ emissions by a very encouraging 22 percent.

In terms of new fleet, first to come into service were 10 lovely new A330s in 2010. This was followed by the first of our 17 shiny new 787s in 2014—we expect to take our last in 2018. It's these 787s that have made the biggest difference to our latest results, with an 8 percent drop in CO₂ emissions from aircraft operations in 2016 alone. It doesn't end there. In 2019 we'll start bringing 12 new A350s into our fleet to replace the last of our older, less efficient aircraft. Each of these aircraft gives us about 30 percent carbon savings per trip compared to the older aircraft they're replacing. That's a combination of the massive improvements in airframe and engine design, as well as making sure we're using the right aircraft on the right routes, maximizing passenger numbers per trip and getting the best efficiencies we can. Now I sound like a plane spotter, and proud to be one! Once this multi-billion-dollar fleet renewal program is complete, we'll have one of the most efficient long-haul fleets in the sky.

That brings me neatly back on board our flight to India and my goal to convince Marc and Craig that the smallest changes can also make the biggest impact.

Because using aircraft fuel is such a big part of what an airline does, shaving fractions of a percent off fuel use can add up to significant CO₂ reductions, and for this, we need all our teams to get involved.

First, think of our pilots up there on the flight deck, getting you safely from A to B. Much like driving a car, how they operate our aircraft makes a noticeable difference to carbon emissions. In 2016, we published the results of a study in which we reminded our Captains about some of the routine things they could do—those things already mentioned in their operating manuals—that would affect aircraft fuel use. Even we were surprised to find that in eight months of simply sending them reminders, we saved 6,828 tons of fuel, 21,507 tons of CO₂, and a very welcome £3,309,489 for the business (about £1 million at current fuel prices)—a double win for us.

“Integrity may be about little things as much or more than big ones.”

—Tom Peters, author of The Little Big Things: 163 Ways to Pursue Excellence

And then look out the window, guys. You'll notice that the red-tipped wing of this Boeing 787—we call her Birthday Girl—is sparkling. During regular maintenance, our fastidious engineers clean the aircraft's wings by hand to make sure they're as squeaky clean as possible. Clean aircraft are more aerodynamic, whereas dirt causes friction, which uses more fuel, which in turn produces more greenhouse gases. Who knew a lowly cleaning cloth and some elbow grease could help to save the planet?

Just as you would never leave your car idling—really . . . never, right? Or drive around town with a full trunk (boot for our UK readers!), or a roof rack full of camping gear long after the trail's end, so airlines are working to lighten the load.

Here our in-flight services team has had a huge role to play. Our dining carts are now nine kilograms lighter than our old ones. During the course of just one year, that's the equivalent of eliminating 500 London buses worth of weight, saving about 8,000 tons of CO₂ a year. Heavier aircraft use more fuel, which means more emissions, so every ounce on board counts. We've also trimmed the weight of our trays, meal containers, china, glassware, and cutlery—even the humble teaspoon doesn't escape attention!

Hopefully, this has given you a good idea about how we've been getting our carbon reductions so far, but aviation is still undoubtedly carbon intensive, so what else can be done?

A New Global Carbon Agreement for International Aviation—It's a Massive Deal, in More Ways Than One

Back in 2008, Virgin Atlantic was one of a handful of airlines that set up a small, pioneering industry group called Aviation Global Deal (AGD), to campaign for an international carbon deal for our sector. At the time it was seen as kind of weird by our competitors—airlines operate in a very challenging economic environment, so why would we suggest voluntarily adding to costs by paying for some of our carbon emissions?

But AGD members knew that, after doing all the things already described, it would be the best, most effective, and efficient way to secure carbon reductions. And if we all acted together, it would also be fair. Fairness is a key UN principle. In international law, airlines operating on the same routes need to be treated equally in terms of financial incentives or penalties. It's why an international aviation deal has been forged alongside the 2015 Paris climate agreement (which includes domestic aviation)—we needed our own agreement to deal with the equality principle, while also achieving measurable environmental results. It's why AGD set about coming up with some ideas that might work for everyone. Thankfully our airline industry body IATA later got involved and did a fantastic job of bringing airlines from around the world into the fold, supporting the intense negotiations between the UN and nation states.

Fast-forward eight years—and a huge amount of hard work later—and the world's first global, sectoral deal was achieved—a massive breakthrough. It's called the Carbon Offsetting and Reduction Scheme for International Aviation (CORSIA) and means that from 2020 onward, international airlines from all over the globe will collectively be spending billions of dollars in new, meaningful, carbon-reduction projects around the world—like renewable energy projects to reduce our reliance on fossil fuels and conservation projects that keep CO₂ out of the atmosphere. And naturally, we're pleased.

Low-Carbon Jet Fuels: Pipe Dream or Reality?

We're not stopping there. The next biggest change for airlines is likely to come in the form of low carbon fuels. Unlike ground energy and ground transport, it's pretty clear that airlines have no alternatives and are going to need liquid fuels for a long time yet. Which is why, in 2011, we partnered with exciting new cleantech company LanzaTech. Their ground-breaking approach makes fuels out of waste industrial gases. Did you know, for example, that many steel mills around the world produce carbon monoxide (CO) as a waste gas—and this is often flared (burned) off as CO₂, directly into the atmosphere? LanzaTech captures and recycles the carbon in the waste CO, converting it into fuels via fermentation and other processes. Clever, huh? And so far they're making great progress.

In 2016, they produced their first significant batch of jet fuel (4,000 U.S. gallons) and also won a U.S. government grant to design their first low carbon jet fuel demonstration scale plant. We're working with them to develop plans for the world's first commercial jet fuel plant using this exciting new technology. With a bit of government support, we could see the fuels used in our aircraft in the not too distant future.

Top Tips from the Team at Virgin Atlantic for Traveling More Sustainably:

	Choose an airline with independently verified carbon reduction measures and results.
	Choose a sustainably certified hotel when possible: Lots of hotels are now doing more to be green.
	Pack lighter: By packing only what you need, you'll reduce your traveling weight and that means fuel use and your carbon emissions. The smaller things help, too, like removing the outer packaging from items before you travel. This reduces weight and reduces the burden of waste in other countries, too, which is extra important if they don't have the same recycling opportunities as back home.
	Be prepared: Always carry a lightweight, reusable water bottle and refill it before you travel instead of relying on bottled water.
	Buy and carry a lightweight, pack away, reusable bag for your souvenirs and beach gear. You can use it for your shopping when you get home too.
	Offset your own flight: Virgin Atlantic has partnered with award-winning Natural Capital Partners to support communities around the world by providing them with cleaner, cheaper, safer renewable energy, for example. If you offset your flight with us, you'll reduce carbon emissions and make a real difference to people around the world. Visit www .virginatlantic.com/changeisintheair for details.
	Go explore: When you're away, grab a map and walk or cycle instead of taking a taxi. You'll be amazed what you'll discover!
	Live like a local: Eat, drink, and shop locally. Use local forms of public transport, too. You'll reduce your carbon footprint, help support the local economy, and learn more about the country you're visiting.

It's Not ALL about Carbon . . .

Anyone working in sustainable business will know that one of the other big things a company can do is to work with suppliers on making the products and services it buys more sustainable, particularly in terms of improving their people, animal, and environmental credentials.

Reaching thousands of suppliers is a massive challenge, but here, too, we've made a start, and not only in terms of our low carbon fuels work. For example, as you ponder your onboard menu offerings, you can rest assured our onboard food and drink have been rigorously assessed by our in-flight services team for their impact on people, the planet, and animals. In fact, we were the first airline to partner with the Sustainable Restaurant Association, setting new industry-leading standards for our caterers around the world on factory and farm workers' rights, humanely sourced meat and dairy, sustainably sourced fish, and the removal or replacement of high-deforestation products, like palm oil and soy.

To spot another supply chain example on a Virgin Atlantic flight, check out the striking red uniforms on the cabin crew who direct you to your seat. Designed by Dame Vivienne Westwood—the Sex Pistols used to wear her clothes—the men's and pilots' uniforms are made, in part, from recycled yarn that comes from used plastic bottles. All suit fabrics have a nano-coating designed to make them last longer, reducing waste. And all of the uniforms are fully recycled when they finally wear out. Even the buttons are snipped off and used as spares.

And finally, a recent initiative comes from the holiday side of our business. In 2016, our Virgin Holidays team updated our stance on working with tourist attractions featuring captive whales and dolphins. There's no doubt it's a tricky and controversial area to stray into, but we're pleased to have made a number of new commitments, including: working with existing facilities to improve the welfare of animals currently in captivity; not selling any new attractions that feature captive whales and dolphins; supporting the development of sanctuaries for animals currently in captivity; and providing more choice for our customers in the form of responsible wild whale and dolphin watching experiences.

Manage Your Supply Chain

Becoming a WEconomy company is challenging for any business. Why not start by asking the following questions about your supply chains. These are also questions you can ask as a consumer, by the way!

• Do you need it (all/at all)?
• Who made it? And how?
• What is it wrapped in?
• How will it be transported?
• How will it perform throughout its life?
• What does it say to our customers?
• Where does it come from?
• What is it made of?
• Where will it end up?

We don't invest in sustainability initiatives just because it's the right thing to do, although it certainly is. We also see it as smart business.

This kind of impact will pay financial dividends. Customers recognize when you're working for the good of their community, and the loyalty and respect it garners is invaluable. Giving people the warm and fuzzies is quantifiable. Loads of market research suggests consumers are going green, including a McKinsey survey in which 87 percent of participants ranked environmental and people issues of utmost importance to their purchasing decisions. Green consumers also tend to be less price-sensitive and more loyal.²

Companies don't operate in isolation: customers, suppliers, policymakers, investors, and an entire industry of competitors act as an ecosystem that will adapt to new standards. Customers expect products and services that minimize the impact on people, animals, and the environment. Once the hard work is done building awareness and capacity in the supply chain, it's easier for others to follow.

In the WEconomy, a company's survival and prosperity depend on its ethics.

I hope this has given you a flavor of some of the things we've been doing. There are lots of hints and tips below to help you personally make a difference too.

Thank you for flying Virgin Atlantic. I finally think it's time to let Marc and Craig get some shut-eye!

Find out more about Change Is in the Air: Click for video

To view all of VAA's latest sustainability initiatives: Click here

I got the amazing opportunity to talk to thousands of young people about my experiences in India. See what I had to say here: Click for video

Sweat the Small Stuff at Work and at Home to Save Big

	Switch to renewable electricity at home, either by installing solar panels or a wind turbine. Just not possible? Why not switch to a renewable energy supplier such as Good Energy or Ecotricity. Make sure you ask them how they source their energy, because not all green tariffs are what they seem.
	Remember to switch everything off that's not in use: TVs, computers, lights. Small changes like this really add up, and will save you money, too.
	Switch off or adjust your heat or cooling system to closer to the ambient temperature. You'll save money and emissions if you do.
	Even the smallest stuff like reducing your computer monitor brightness to 70 percent can save 20 percent of the energy it uses. And remember to program that same monitor to go to sleep after 10 minutes, rather than 30 minutes.

Buy Less Stuff, Create Less Waste

	If you need to buy, support the most sustainably sourced products you can find.
	Always carry a lightweight, foldaway reusable bag and save on those plastic carrier bags when you're out and about.
	Ditch the straw. It's a single-use, throwaway item we can all manage without. Remember to remind your bartender.
	And of course, always recycle when you have the option.
	Carry a refillable water bottle. Tap water is often fresher, better quality, and, of course, it's free! You'll help save emissions on all that unnecessary transport moving water around, as well as help reduce the millions of tons of waste plastic bottles generated every year.
	Before you buy, always ask yourself if you really need more stuff. Spend your money on fun experiences instead!

Transport

	For short journeys, walk, run, or cycle. This will get you fit while reducing your carbon footprint. Too exhausting? Use public transport whenever you can, and if you're shopping for a new car, choose the lowest fuel consumption/CO2 emissions car possible and look up car sharing schemes. These measures will save you money, too.
	And remember those little things that add up. Stop idling your car—just ten minutes less per day can save you 8.9 gallons of fuel each year.

Food

	You may love your meat, but the livestock industry is a huge source of emissions. Consider eating less meat (especially beef): even if you can only manage this one or two days a week, to begin with. Widespread vegetarianism could cut food-related carbon emissions by 63 percent.
	Remember to shop for more sustainably sourced food, too. Purchase local, seasonal, sustainably sourced fish, and watch out for hidden high-deforestation-risk products like soy and palm oil.

The youngest cabin crew member in history?