Critical analysis of the issue
Awareness campaigns are critical to climate change adaptation for vulnerable populations. Not all communities are aware of their vulnerability and the steps they can take to adjust to the new reality. Therefore, their adaptive capacity needs to be enhanced to build resilience. Research shows that mapping environmental risks in key supply chains is a common practice, especially in the clothing industry (Freise & Seuring, 2015). Companies have collaborated with the media, climate action groups, activists, and NGOs to mitigate environmental risks in communities, such as flooding.
Awareness raising by corporations usually involves actions that promote sustainability and efficiency. Aschendbrand et al. (2018) argue that social media campaigns by stakeholders have produced greater environmental awareness, forcing companies to become socially and environmentally responsible in their operations. In Ivory Coast, activists and NGOs used new and old media to highlight the unsustainable production practices of Nestlé (Perkiss et al., 2021). Therefore, media campaigns represent an important tool for promoting community acceptance of climate change – a key step in the adaptation process. It also helps address skepticism about environmental risks, which is a major impediment to building resilience in vulnerable populations (Muff et al., 2020). Therefore, disseminating information through various media would contribute to greater public awareness of climate change and policy change.
Organizations can also raise awareness through corporate social responsibility (CSR) programs. The aim is to enhance self-reliance among communities to reduce their vulnerability to environmental risks such as floods. About 70% of firms globally have established a functional group dedicated to CSR (Aschendbrand et al., 2018). This trend is likely to increase public recognition of climate change and drive behavior change toward efficiency and personal responsibility.
Greater corporate emphasis and support can empower customers and instill personal responsibility. Benn and Dunphy (2007) note that if financial institutions become more sensitive to their ecological footprint, their individual and corporate clients will follow suit. As financial sponsors, they have a big influence on communities, companies, and other stakeholders. They can finance national awareness campaigns to convince individual and corporate clients that small behavioral changes can help curb the effects of climate change. These measures can only be effective when there is responsible organizational leadership. Good leaders have been shown to influence pro-environmental behavior among staff and consumers through civil engagement (Muff et al., 2020). They recognize the multiplicity of stakeholder interests and priorities and engage each of them to achieve environmental goals.
Current Status
Saudi Airlines contributes to climate change awareness by disseminating information about sustainability to travelers using the airline. Through its Green Points program, customers are rewarded for choices that cut waste – food and fuel – during their flights. For example, travelers gain Green Points for pre-ordering meals packaged in eco-friendly materials. Customers also earn points for traveling with minimal luggage, which helps reduce fuel costs incurred per flight. Those who decline amenity kits also receive more points.
Recommendations
- Saudi Airlines should expand its climate change awareness creation beyond in-flight measures. There are different media platforms the airline can use to disseminate the message (Perkiss et al., 2021). For example, awareness campaigns on traditional media and social media can influence climate change action.
- Awareness creation through educational programs is required to empower stakeholders to proactively take action. Training and dissemination of literature on climate change can draw the attention of partners to their ecological footprints, influencing them to operate efficiently (Benn & Dunphy, 2007). As result, they will feel empowered and personally responsible for the environment.
- The airline should collaborate with governments and community leaders in awareness-raising campaigns. In this way, Saudi Airlines can share its expertise and disseminate climate change messages in schools (Muff et al., 2020). These additional efforts will contribute to national awareness of climate change and build collective resilience toward its effects.
References
Aschendbrand, J., Proctor, J., & Trebilcock, B. (2018). The ethical supply chain. Web.
Benn, S., & Dunphy, D. (2007). Corporate governance and sustainability: Challenges for theory and practice. Routledge.
Freise, M., & Seuring, S. (2015). Social and environmental risk management in supply chains: A survey in the clothing industry. Logistics Research, 8(2), 1-12. Web.
Muff, K., Lietchi, A., & Dyllick, T. (2020). How to apply responsible leadership theory in practice: A competency tool to collaborate on the sustainable development goals. Corporate Social Responsibility and Environmental Management, 27(5), 2254-2274. Web.
Perkiss, S., Bernardi, C., Dumay, J., & Haslam, J. (2021). A sticky chocolate problem: Impression management and counter accounts in the shaping of corporate image. Critical Perspectives on Accounting, 81, 1-11. Web.