If paper cups are the goal, then we're all doomed
????♂?Christian Lindener
????♂?Board Member I ????Venture Builder I ??????Science Ventures Investor
In case you missed it, the largest airline in the world just switched from plastic to paper cups. Yes, it took the largest fleet on the planet until December 2023 to stop using plastic and start using paper. Moreover, it was lauded as a big win for the company’s sustainability organization.?
While there is no holy grail when it comes to foodservice packaging (and both plastic, paper and reusable cups have their pros and cons!) I’m concerned that businesses with two million flights a year are focusing on cups.?
Frankly, large airlines should be going all-in on decarbonizing. For example by investing in sustainable aviation fuels or hydrogen technologies. They could make real change by adopting supremely fuel-efficient aircrafts, or implement other, critical operational efficiencies at scale. They could look at renewables and biosynthetic fuels as a way to significantly grow profit, instead of considering them a cost. My take also: paper cups still require trees to be cut down, and in a closed, controlled system like an aircraft, reusable cups are infinitely more efficient (not to mention cheaper).?
Between the two of us, I think the fact that consumers, in general, are turning away from plastic has more to do with the cup-initiative than sustainability goals. In other words: it makes for a great Marketing and PR angle. I got the feeling that they’re polishing brass on the Titanic – and there is absolutely no need for this “Innovation Theatre”.
Because the largest companies on the planet CAN and SHOULD contribute to saving our climate. Of course they can. They have nothing but advantages: ideas, talent, capital, brand, technology, channels, and millions of customers. And I’m sure that every Chief Innovation Officer knows that Climate and Sustainability is the single most lucrative investment today: every dollar spent on climate and sustainability delivers a 4x yield according to the World Bank. Change is not coming from nice, small companies. It’s not even coming from radical startups. Because of their sheer size, airlines – but also large manufacturers, mining companies, financials and agricultural giants – will be key in ensuring that our planet continues to be livable for our children.?
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What’s more, 99% of large corporations have already committed to long-term sustainability goals. The airline in question is intent on replacing 10% of fuel to sustainable alternatives by the end of 2030 and committed to netzero by 2050. What I’d love to see, is progress on these goals. How far along are they now? And actual execution on them – which initiatives are underway to meet these goals? We all know that this is where the rubber hits the road, and where the tough work is done.?
In the meantime, posts about progress in the form of tackling “the cup problem” will continue to get a litany of negative responses. Because you know just as well as I do, that this is a fictitious issue. In other words, if cups are the focus for the largest fleet in the world, the planet is royally screwed.?
Chris
P.s. I won’t leave you hanging: here is a link to the original post and some of the scathing responses (I added a few myself).?
#climatetech #venturebuilder #venturecapital #levelup Mach49
Innovation & Transformation Advisor | Startup community & ecosystem cluster builder | Strategic Partnerships | Executive Board Member | International Keynote Speaker | Certified Creativity Trainer
9 个月I recently wrote an article about the need for "Less Innovation Theatre". The cost of Innovation theatre happening on this scale is our future ??! Thanks for building awareness around this ????
Why should airlines be the ones making those massive investments. It should be the manufacturers such as Boeing and Airbus. Telling an airline won’t do anything, small or big. They are stakeholders and must demand from the manufacturers to produce more sustainable products. But as long value for non-sustainable products such as Kerosene outweighs sustainable aviation fuel there won’t be demand created. One solution is subsidized sustainable aviation fuel by tax payer and long term guarantees to aircraft manufacturers in order to develop such engines and aircraft to be used by airlines later on. Just my view….
Head of Airbus Fuel System Innovation
10 个月We do have to be very conscious of the messaging we create by the topics/challenges we choose to address and advertise. In some ways I hate the Coffee Cup topic. But that's been the case for many years and nothing to do with Airlines/Aerospace. It's a bit like the plastic straws topic. It currently appears fashionable to make changes based upon appearance and not genuine impact (or rather genuine reduced impact). It also appears that solutions are proposed based upon passing the problem to the customer (example being compostable coffee cups..... where the hell do I put those??). In the end however, the only true solutions will come from hard graft by the Engineers/Scientists within the Aerospace businesses (new and old). How do we energise and empower that community to do their best and 'Save Our Soles'. It has to be based upon new KPis and maybe yes.... It can be stimulated by new customers.
Growth Advisor | Go-To-Market Strategist
10 个月Agree 100%. Many organizations do what they can (no matter how little the impact) because they lack executive-level support and ESG is underfunded. Adding to this, many U.S.-based firms don't want to get entangled in an embrace with their "anti-ESG" institutional investors and are relying on the pending SEC ruling to serve as a much-needed external "stick". As you note, getting data and proof points for the ROI on ESG is crucial to help build the case for those who want and need to do more. I also advocate for engagement by activist investors to deliver a sense of urgency -- and opportunity -- to boards of directors.