KLM Wants You to Fly Less?!? Is Their New Ad Legit or Just Corporate Speak?

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KLM Wants You to Fly Less

KLM Wants You to Fly Less In Their New Ad

The latest ad campaign from KLM Royal Dutch Airlines is titled “fly responsibly”.  It sounds awfully similar to Captain Morgan’s “drink responsibly my friends” tagline but this ad has nothing to do with your pre-departure drink.  In a recent letter from the KLM CEO, Pieter Elbers, encouraged people to do more video conferences and take trains instead of flying. He wants people to only fly when it is truly necessary.  Huh? Say what?

Is This Legit or Just Corporate Speak?

I honestly can’t say if this is a legit mantra of KLM or if this is just a way to look like a “good guy” in the airline space.  A lot of companies have jumped on the “green movement” as a way to put themselves above their competitors.  Often times it is all about marketing versus actually believing it.  Like the notes in bathrooms to hang up your towels to be “green”.  Do you think the hotel cares more about saving the water or cutting the cost in having to wash towels?

Here is a quote from the advertisement:

“we all have to fly every now and then,” sometimes there are better alternatives. “Do you always have to meet face-to-face? Could you take the train instead?” the kindly narrator enquires. The clip concludes by assuring viewers that “no actual flights were taken for the making of this film.”

My Thoughts

I am a cynic when it comes to this kind of stuff.  I think most advertisements are a way for a company to create a false narrative or an alternate view of themselves.  It is kind of like social media where influencers only post about the best part of their lives to make it look like they have it all.

If KLM is truly conscious about carbon emissions then they should eliminate all unprofitable routes or routes where trains will work, only fly the most efficient planes and retire all older ones.  They could also come out with smaller bag requirements etc. to cut down on fuel usage.  Until I see them do things like this I think it is more just an advertisement to make the company look ahead of the curve in the fight against global warming or climate change or whatever it is being called these days.

Here is the video so you can decide for yourself.  Share your thoughts in the comments section.

Mark Ostermann
Mark Ostermann is a father, husband and miles/points fanatic. He left the corporate world after starting a family in order to be a stay at home dad. Mark is constantly looking at ways to save money and stay within budget while also taking awesome vacations with his family. When he isn't caring for his family or taking a weekend trip, Mark is working towards his goal of visiting every Major League Baseball ballpark.

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  1. Mark, you are absolutely, positively correct. Greenwashing at its finest! They want to appear “smart” and “mindful” by making this “meaningful” statement. I bet these people wish they had thought of hiring Colin Kaepernick as a spokesperson before Nike did hahaha

    • I wonder if they will back it up in any meaningful way…I won’t hold my breath but if they do it would be nice to see a company back up what they say and actually follow through.


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