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The Airlines Path to Carbon Neutrality

Posted: July 29th, 2011 | Author: Ed Munro | Filed under: Brands, Creative, Culture, Green Design, Ideas, Innovation, Inspiration, Observations, Social Media, Video | Tags: , , , , , , , , , , | No Comments »

Lars Breneman is planning a vacation to visit his relatives in Germany next year and after reviewing his flight options he’s chosen to fly with Lufthansa. Lars’ decision wasn’t based on any loyalty to his German ancestry, rather he chose the German airline because he’s doing his best to save money – and reduce his carbon footprint. Lars, who lives in Seattle, discovered that Lufthansa has recently begun testing bio-fuels to help lower its carbon emissions, which also means the airline may eventually pay less towards the new EU carbon fees.

The New York Times recently reported, “starting Jan. 1, 2012 the European Union will require all carriers entering or leaving its airports to either reduce their [greenhouse gas - GHG] emissions or pay a charge — whether the airline is United, Air France or Lufthansa… and the “cleanest” airlines will pay less in emissions fees.”

Depending on the size and model of aircraft, airplanes on average spew 244 pounds of carbon dioxide emissions for every mile flown. Source: Blueskymodel.org

 

For Lufthansa the objective is to become the “driver of change” in reducing GHG emissions with its new biofuels and has estimated a savings of 1,500 tons of CO2 emissions during the recent test period.

On the other hand the US airline industry has taken a different approach having recently filed a lawsuit before the European Court of Justice.

It would be safe to say that the impending fee has caused some friction. “The European Union is imposing this on U.S. carriers without our agreement,” Wendell Albright, director of the Office of Aviation Negotiations at the State Department, said in a recent NY Times interview. “It is for the U.S. to decide on targets or appropriate action for U.S. airlines with respect to greenhouse gas emissions.”

How Long Can the Airline Industry Avoid Being Part of the Solution?

Despite loud protests from the airlines in the US, China and Canada, the issue really stems from the United States defiant position on what proper measures should be for reducing GHG emissions and the true impact of climate change. Since 2005, the EU has been obligated under the Kyoto Protocol to reduce emissions, whereas the US had opted out of the agreement. The fact is, 191 countries have signed and ratified the Kyoto Protocol, therefore all US industry involved in global trade may eventually be facing a future where GHG fees and penalties will have become standard practice.

When asked about the US airlines opposition to the planned carbon fee, EU commissioner for climate action, Connie Hedegaard, commented, “we would have liked to see a global agreement, but for how long can this [airline] sector avoid being part of the solution to the climate problem?”

The First Carbon Neutral Airline in North America.

If only the North American airline industry had emulated the forward thinking approach that the world’s largest seaplane airline undertook starting in 2007.

Harbour Air, based in Vancouver B.C., is today a fully carbon neutral airline.

The 50-plane operation managed the feat by partnering with Offsetters, Canada’s leading provider of carbon-management solutions.

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The Science of Breaking Bad

Posted: July 18th, 2011 | Author: Ed Munro | Filed under: Brands, Creative, Culture, Ideas, Innovation, Inspiration, Observations, Social Media, Video | Tags: , , , | No Comments »

For those who say the heydays of watching TV and cable are well past us, they need look no further than AMC’s Breaking Bad to realize TV still has mass appeal.

As usual, the new season features  superb writing with gripping storylines, thick plot twists and solid character development.

The series star, Bryan Cranston, who plays Walter White, recently commented on what to expect this round. “Season 4 has been masterfully written by Vince Gilligan and his writing staff. To churn out the agony and the ecstasy of these characters? It’s like a well-crafted tragedy. It keeps getting tighter and tighter. This life that Walter White has chosen is fraught with complications and tension. And its so exciting to watch it all play out.”

So far the reviews have been more than positive. The Hollywood Reporter lists dozens of comments from fans and critics alike who all are applauding the series premiere and include the likes of:

“Dear Breaking Bad, we give up – The Rest Of Television.”


Larger audience tunes in…

According to overnight ratings for the season 4 premiere telecast, Breaking Bad had a total of 2.6 million viewers and 1.5 million adults 18-49  who tuned into. That’s a 30% increase from season 3 more than a year ago which definitely indicates that loyal fans will focus on watching TV first and foremost to enjoy their favorite programs.

Even though audiences are continually fragmenting, time-shifting and watching TV programs and movies online, the fact that series such as Breaking Bad, Mad Men and Rescue Me are still thriving on the air means that TV remains a great vehicle for brands to connect with their targets. Go Walter!