To lessen the air travel’s impact on climate, a new aviation tax was introduced in April 2018 to all passenger flights from the country. With an additional charge of between 60 to 400 Swedish Krona (USD$6 to USD$41), the tax serves to minimise carbon footprint in response to the sharp increase in air travel. In March 2018, 53% of Swedes expressed in favour of the new tax. The 2018 tax and the public sentiment towards aviation’s climate change impact have led passengers to shun planes out of guilt over carbon footprints on climate change.

To combat passenger’s concern and changing its corporate perception as a polluter, the airline carrier, Scandinavian Airlines (SAS), is taking a series of actions to reduce carbon footprint.

SAS Chief Executive Officer, Rickard Gustafson, acknowledged the existential challenges but saw flying as an integral part of the globalised we live in. He expressed being a technology optimist and recognised that changes are necessary for the airline industry towards a sustainable engine approach.

“It’s important that people can continue to meet and that the world can continue to travel. But we can’t continue to just travel without adjusting to a sustainable way.” – Rickard Gustasfon, 2019.

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