ITA Airways have its fourth Airbus A350 joining the fleet. This one is a little different, as the airline drops the blue livery, for the “Born To Be Sustainable” billboard-style.
With the “Born To Be Sustainable” A350, ITA Airways tells the story of the 5 Sustainability Guidelines that underpin the Company’s Environmental, Social and Governance strategy.
According to the airline, the large Born To Be Sustainable lettering on the fuselage:
“illustrates this foundational commitment, which ITA Airways pursues in line with the United Nations Sustainable Development Goals, combining environmental and social sustainability with business growth and financial strength. “
For ITA Airways, this has meant streamlining of flight and ground operations, with a focus on fuel consumption, investment in sustainable SAF fuel, the use of sustainable in-flight service materials, a dedicated passenger experience with a digital newsstand service, and subsequently the possibility for travellers to join programs to offset the CO2 produced by their travel.
The Born To Be Sustainable with its “talking” livery – one similar launched ITA Airway in 2021 aboard an Airbus A320 with “Born In 2021” taking the inaugural flight on October 15, 2021 – will operate between Rome and Los Angeles, New York and Buenos Aires.
It will fly representing the airline’s primary goal of reducing CO2 emissions.
Goals are wonderful things. Actions are better.
The airline has some wonderful goals (and they’re fully listed in the press release for those who need their screens to be filled with a lot of text).
However, these goals need to be met with actions that reduce the environmental impact.
ITA Airways is pursuing a mixture of a new fleet (with a lot of its fleet being more efficient compared to some of the aircraft it currently operates), as well as cutting waste and reducing its environmental footprint.
It will be interesting how “Born to be sustainable” is turned into action by the airline.
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I think most people would be surprised if they even manage financial sustainability without someone with more money than sense (Delta, Lufthansa) buying them. much less environmental sustainability.
(In all fairness, until we have a major scale-up of SAF, there’s only so much they can do – and yes, I’m very skeptical of “offset” schemes. And hopefully their unions will use fully biodegradable materials when the inevitable strikes happen.)