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Carbon Offsetting
The Qantas Group Experience
Peter Broschofsky
General Manager
Environment and Fuel Efficiency
APEC Transportation Working Group-Managing Aviation
Emissions
Kuala Lumpur 4 April 2008
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Agenda
Agenda
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Recent Developments in Australia
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Positioning Carbon Offset Within A Broader Climate Change Agenda
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Key Elements of the Qantas Group Program
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Multichannel Marketing Tailored To Brands
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Selection of Abatement Projects
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Our Results
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Lessons Learned
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Recent Developments
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Australia signs Kyoto
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New Government Releases Climate Change Policy
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Mandatory Greenhouse Reporting commences in July 2008
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Acceleration of Australian Emissions Trading implementation timetable
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Planning for commencement of New Zealand Emissions Trading Scheme
on 1 January 2009
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Garnaut Review suggests that Climate Change impacts are worse than
expected
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Competition Authority Targets Carbon Offsetting and ‘Green Marketing’
Climate Change Agenda
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Calculate Environmental/Carbon Footprint
2 million tonne saving in carbon emissions by 2011
7.5% improvement in fuel efficiency
Other waste reduction targets (water, waste, energy)
Transparent Reporting (Carbon Disclosure Project, CSR)
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Improve efficiency – fuel conservation program
Step change through new technology aircraft
Collaborate to improve Airspace Management
Launch ‘be green’, internal cultural change program
Offset
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Achieve Accreditation
Launch voluntary customer offset program
Offset Group work travel and ground equipment
Adapt For The Future
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Lobby/Seed ‘R and D’, new airframes, alternative fuels,
non Fossil Fuel engines,
Support adaptation of ‘at risk’ nature-based destinations
Measure /
Set Targets/
Transparency
Reduce / Mitigate
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Key Elements
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Marketing Tailored
To Brands
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Abatement
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Marketing Tailored
Our Results
To Brands
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Takeup of the Jetstar program has been strong from launch and continues
to increase
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Currently more than 12% of customers booking through jetstar.com.au
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Take-up of the Qantas carbon offsetting program remains less than 1%
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In line with our initial expectations and standard industry take up rates
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Enhancements to the Qantas program should lift take-up
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Lessons Learned
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Accreditation is absolutely critical
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Position a part of broader strategy
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Anticipate criticism
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Get legal involved as early as possible
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Ease of use delivers results
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Customers need to decide, ‘opt in or out’
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