The Campaign Logic of Frequent Flyer Programmes

I work part-time to campaign against aviation with the international grassroots movement Stay Grounded. This article is based on a webinar I hosted for the collective, which you can view below.

Frequent flyer programmes (FFPs) are a symbol of the aviation industry’s toxic impact. jet-setting has become a symbol of status and aspiration. What started as a marketing tactic that the top brass in American Airlines called “the best in the business” has now grown into a fundamental pillar of the aviation industry’s profit model, at the cost of wider society and the health of our planet. In a recent webinar discussion featuring experts in climate science, air transport and frequent flyer programmes, the detrimental effects of frequent flyer programmes were laid bare.

The Political Logic of Targeting Frequent Flyer Programmes

1. Highlighting Disproportionate Impact

• Climate Contribution: The aviation sector's historic emissions outstrip those of entire continent, with the 1% of the population who are super-frequent flyers half of these emissions. Campaigners like Ali Warrington from the climate charity Possible point out this glaring disparity, advocating for a drastic reduction in flights to meet carbon budget targets.

• Social Inequality: The exclusive nature of frequent flyer programmes exacerbates social divides, as they cater to an elite group who disproportionately contribute to global emissions. By targeting these programmes, activists highlight a clear case of environmental and economic injustice.

2. Debunking Technological Optimism

• Technological Realities: While the aviation industry often touts technological innovations as the solution to its environmental impact, experts like Kimberly Nicholas and Stefan Gössling argue that these are merely stopgaps that fail to address the crux of the issue: the overwhelming demand for air travel. Campaigning on this front educates the public and policymakers about the necessity of behavioural change over unreliable technological fixes.

3. Advocating for Policy Changes

• Economic Levers: Discussing the economic implications of FFPs, such as their role in inflating prices and deepening the cost of living crisis, serves as a powerful tool for campaigners. This approach aligns with broader economic concerns, making the campaign relevant to a wider audience.

• Legislative Opportunities: The Credit Card Competition Act in the U.S. is a current example where legislation could indirectly challenge the frequent flyer model by increasing competition in the credit card industry, since the profit model of North American airlines is reliant on making their customers into frequent flyers who in turn receive an airline-branded credit card. Activists can use this as a blueprint for similar initiatives globally.

Why Campaigning on FFPs Is Impactful

1. Engaging Public Sentiment

• Aspirational vs. Sustainable: Campaigns that juxtapose the aspirational image of air travel with its unsustainable reality can shift public opinion and demand for travel. This change is crucial in building support for policies that prioritise sustainable travel options and discourage excessive flying.

2. Economic and Environmental Education

• Costs to Society: By focusing on the hidden economic and environmental costs of frequent flyer programmes, campaigners can educate consumers and decision-makers about the broader impacts of their travel choices, fostering a more informed electorate that supports sustainable policies.

3. Building a Movement

• Mobilising Action: The clear delineation of the problems associated with FFPs serves as a rallying point for environmental activists, policymakers, and concerned citizens. This collective action is essential for enacting change at both the policy level and within corporate practices.

Conclusion

Campaigning on frequent flyer programmes offers a strategic avenue to address both climate change and social inequality. By emphasizing the disproportionate impact of aviation on the environment and underscoring the inequities reinforced by such programmes, campaigners can drive significant political and social change. As the public becomes more aware of these issues, the pressure on policymakers and industry leaders to reform the existing models will intensify, paving the way for a more sustainable and equitable form of travel. The path forward involves not just critique but active engagement in shaping policies that reflect the urgent need for a just mobility system.